ASDA are launching a campaign for the Governement to lower the VAT on 100 per cent fruit juices and smoothies as a means to encourage healthier diets for households in ALL income brackets.

100 per cent Fruit Juices and Smoothies can deliver significant health benefits. Each serving contributes towards the Government's target of at least 5 fruit and vegetable portions per day. An increase in consumption of these products can result in major health benefits. Mounting evidence shows that boosting fruit and vegetable intake lowers the risk of chronic diseases such as coronary heart disease and some cancers.

It is also understood that despite 78% of people being aware of the need to consume at least five portions of fruit and vegetables daily, the percentage of those reaching it lags behind at 58%. In fact, while 71% of those on higher incomes claim to reach the target, this figure drops to 45% for those on lower incomes*.

As a result ASDA are campaigning for a lower rate of VAT on all 100 per cent Fruit Juices and Smoothies and are pressing for this change to be implemented as soon as possible. A petition on the 10 Downing Street has been launched, signed by ASDA's chief executive, Andy Bond.

Consumer Attitudes to Food Standards: Wave 8 UK Report Final: www.food.gov.uk

Click here to add your comments on ASDA's Campaign

Or to add your name to the petition please click on the following link: ASDA VAT Petition