Colour my world

News from the U.K. reveals the Brits are emphasizing "colour" in produce promotion as they promote to "mum." A Web site called www.eatincolour.com will go live later this month. Color was chosen rather than an emphasis on dieting to keep momentum for eating fruits and vegetables going after New Year's willpower has faded. One leader states, "People now know why they should eat more fresh produce, but we want to answer the question why would they want to by showing it puts colour on their plates and is a pleasure. We want to change behaviour.”

It is clear that "5 a Day" as a consumer message is being supplanted both here and abroad. While PBH has settled on "More Matters," color remains a point of emphasis. The Brits, with their old world spelling making their efforts all the more endearing, put "colour" as their primary focal point.

May we all win.