In a significant move addressing food inequality, Innocent Drinks has formed an alliance with Co-op to donate portions of fruit and vegetables for each smoothie purchased in stores.
From now until 19 November, Innocent Drinks commits to donating the cost equivalent of a portion of fruit and vegetables (24p) to the Alexandra Rose Charity. This initiative applies to every ‘Mango & Passionfruit’ and ‘Strawberry & Banana’ smoothie sold in Co-op stores. This comes amid statistics revealing that only one-third of adults and a mere 12% of adolescents achieve the recommended daily intake of fruits and vegetables.
The disparity is even more pronounced among low-income families, where the most economically challenged adults consume 37% less fruit and vegetables than their affluent counterparts. Furthermore, their children’s consumption is 29% less. This highlights the pressing issue of nutritional inequality impacting health outcomes.
The partnership aims to donate a total of 520,000 portions of fruit and vegetables by the year’s end. These contributions are facilitated through the Rose Vouchers provided by the Alexandra Rose Charity, supporting families in purchasing fresh produce from local markets as part of the Fruit & Veg Project.
John Taylor, General Manager for UK and Ireland at Innocent Drinks, stated, “At Innocent, we are on a mission to ensure everyone can enjoy the delicious benefits of fruits and vegetables, hence our nutrient-packed drinks. Many face challenges in consuming enough variety and quantity of these essential foods, particularly lower-income households.”
He further emphasised the importance of addressing barriers preventing families from accessing nutritious diets, asserting that this partnership with Co-op and Alexandra Rose Charity reflects a sustained effort to broaden accessibility to balanced nutrition.
Sinead Bell, Co-op’s Commercial Director, remarked, “Supporting initiatives tackling food poverty and improving food access aligns with our values and those of Co-op members. We are proud to partner with Innocent in this remarkable campaign across our stores.”
This collaboration marks a proactive step towards enhancing access to nutritious food for lower-income families, illustrating how partnerships can make tangible differences in addressing food inequalities.
