The campaign calls on the industry to refocus on cups as a dietary measurement, since the Dietary Guidelines for Americans began phasing out the term “servings” for fruits and vegetables in 2005, Sauve said.
“The Colors of Health and its Daily Tools of Engagement will change the way people think about fruits and veggies, with color guiding the pathway to 5 cups a day,” Sauve said.
The Colors of Health has five key elements:
- Leverage the perceived health benefits — with “to stay healthy” the top reason people eat fruits and vegetables;
- Communicate and focus on the 5 Cups a Day goal;
- Think Color — innovatively integrate the now well-publicized, science-based, five-color system created by The Colors of Health founders;
- Help position and promote America’s supermarkets and dietitians as “the architects of healthy choices.”; and
- Use the Daily Tools of Engagement to insure that colorful fruits and vegetables are top-of-mind, each and every day, with shoppers and consumers.
Swardlick said color will be used to help consumers increase variety and volume of fruits and vegetables consumed. The Colors of Health Daily Tools of Engagement use the five-color system to guide the “colorful pathway to purchase” and help make it easier — and more fun — to plan, buy, eat, and then track colors and cups every day, according to the release.
Sauve said the health benefits of fruits and vegetables is an important attribute to raise consumption. “People who say that health doesn’t drive consumption, we totally disagree with that,”he said. “We have just done such a poor job over the years as marketers that we’re to blame,” he said. The Colors of Health is a good solution to that, he said.