When it comes to eating enough fruit and veg, we talk a good game, but until now have been a nation of underachievers. Despite the popularity of plant-based diets and veganism, collectively we’ve routinely failed to hit the government’s five-a-day target by a significant margin since the campaign was launched in 2003.

In the most recent update of the National Diet and Nutrition Survey in 2019 Britons were found to be eating “consistently below the five-a-day recommendation”, with fewer than a third of adults consuming enough and the average intake a paltry 3.7 daily portions of fruit and veg. Over the past year, however, things have changed.

“Pre-pandemic, our low fruit and vegetable consumption remained disappointingly unchanged for decades,” says Alex Ruani, a doctoral researcher



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