Celebrity chef Jamie Oliver has criticised the long-standing UK recommendation of five portions of fruit and vegetables per day, calling it misleading and inadequate. He argues that the advice, which has underpinned public health campaigns for decades, does not reflect the intake required to achieve broader health outcomes.
The current guidance, supported by the NHS and the World Health Organisation, sets the target at five portions of around 80 grams each per day. Oliver contends this figure was originally chosen as a compromise to make healthier eating more approachable, but says people should instead aim for seven to eleven portions daily to see measurable benefits.
His comments align with recent research showing that higher fruit and vegetable consumption is linked with reduced risk of chronic illness and improved long-term health. Studies suggest that up to eleven portions a day could be more effective than the established five.
In response, Oliver has developed a series of recipes intended to make reaching higher targets practical. His forthcoming cookbook, Eat Yourself Healthy, scheduled for release on September 11, 2025, includes meal ideas designed to incorporate up to eleven portions in a single day. The approach emphasises accessibility and practical integration into daily meals.
By questioning the established "five a day" message, Oliver has reopened debate on what constitutes an adequate daily intake. His intervention reflects a wider discussion within the health community around increasing consumption of fruit and vegetables to address rising diet-related illnesses.
Source: FreshTalkDaily