Innocent Drinks and Co-op have launched a new partnership aimed at improving fruit and vegetable accessibility to families across the UK. In a recent campaign, a portion of each smoothie sale will fund fruit and veg donations. The initiative targets the 68% of adults and even fewer teenagers failing to meet nutrition guidelines. High food insecurity among low-income families exacerbates the issue. The partnership plans to distribute 520,000 portions by year’s end.
Innocent Drinks and Co-op have embarked on an initiative that promises to make a real difference in nutrition accessibility across the UK. This collaboration donates the equivalent cost of a portion of fruits and vegetables for every smoothie purchase. Until November 19, customers purchasing either a ‘Mango & Passionfruit’ or ‘Strawberry & Banana’ smoothie directly support the Alexandra Rose Charity’s efforts.
This initiative arises amid concerning statistics that reveal only one-third of adults and 12% of adolescents consume the recommended daily intake of fruits and vegetables. Additionally, economically disadvantaged families face even greater nutritional challenges, consuming significantly less produce. The poorest 20% of adults and children consume notably fewer vegetables than their wealthier counterparts, highlighting a glaring gap in dietary health.
With a commitment to donate 24 pence—the cost of a fruit and vegetable portion—for each smoothie sold, the campaign aims to distribute a total of 520,000 portions through the Rose Vouchers program. These vouchers are instrumental in enabling families to purchase fresh produce from local markets, directly addressing food insecurity issues.
John Taylor, the General Manager of Innocent Drinks for the UK and Ireland, emphasized the company’s mission to enhance accessibility to fruits and vegetables. According to Taylor, this partnership with the Alexandra Rose Charity and Co-op is a step towards ensuring everyone benefits from a balanced diet.
Co-op’s commercial director, Sinead Bell, has expressed strong support for the campaign. She highlighted the importance of addressing food poverty and increasing access to nutritious food as pivotal to Co-op’s values, reflecting the commitment of Co-op’s member-owners to this cause.
This partnership between Innocent Drinks and Co-op exemplifies a proactive approach to addressing nutritional deficiencies and food poverty in the UK.
