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5 A DAY logo and portion indicator

  • Last modified date:
    8 October 2007
5 a day logo

The 5 A DAY logo and portion indicator are an important part of this programme, and have been developed in consultation with industry, local and national health, education and consumer organisations, and through several stages of consumer research.

Use of the logo and portion indicator have to comply with strict criteria which take into account portion size, as well as fat, sugar and salt levels.

The 5 A DAY logo is used on promotional materials, such as printed leaflets, website information, point of sale materials and carrier bags. It may also be used on food packets.

On some food packets the 5 A DAY portion indicator may be used. This shows how many portions of fruit and vegetables a typical serving of the food contains - check the label for a typical serving.

Each filled in square of the portion indicator represents 1 portion. For example, if you see a portion indicator like the one below on the left, you will know that 1 serving of the food counts as 1 portion towards your 5 A DAY target. If 2 squares are filled in (below on the right), 1 serving of the food counts as 2 portions.

The 5 A DAY logo and portion indicator will help people to choose a diet with plenty of different fruit and vegetables. But not all foods containing fruit and vegetables will carry the logo or portion indicator, this is because some products may not comply with the strict criteria for use or because the food manufacturer or retailer has not applied for use.

To be granted a licence to use the logo you will have to show that the use of the logo and /or portion indicator you propose will meet certain criteria. These are explained in the 5 A DAY Licensing Guidelines. For a copy of these guidelines please contact CMi.

Contact details for CMi

You can apply for a licence now:

by e-mail: fiveaday@cmi-plc.com or by writing to:

5 A DAY at CMi
Long Hanborough
Oxford
OX29 8LH

by telephone: 0709 200 3292
or fax: 0709 200 3293
website: www.cmi-plc.com

Application fees for a licence



  • If you propose to use the 5 A DAY logo and/or portion indicator on generic promotional material - eg for use at point-of-sale - there will be no fee for the licence.
  • If you propose to use the 5 A DAY logo or portion indicator on a product or pack, there will be a fee of £100 a year per applicant (for any number of proposed uses), except for non-profit-making organisations.

Who needs to apply for a licence?

Any person or organisation who wishes to use the 5 A DAY logo and/or portion indicator needs to apply for a licence but there will be no fee for the licence for use on promotional materials. Voluntary groups, government departments, NHS bodies and local authorities may want to use the logo on promotional materials. They, like the food industry, will need to apply for a licence.

If you have any questions about applying for a licence, call the 5 A DAY Licensing Helpline on 0709 200 3292

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