Frustrated by all the misleading information about fad diets and fake news demonising one food group over another, AHDB is setting the record straight with its latest campaign, Ordinary Food is Good Enough.

Spanning all six sectors of AHDB, the campaign launched at the end of January 2020 to highlight the mass of mixed messages around food, health and diet consumers are exposed to every day.

A 30- and 60-second video have been created to encourage people to make simple, everyday food choices across all food groups, in order to achieve a healthy balanced diet. These are being shared across social media and high-profile online news sites, such as the Mail Online.

A supporting webpage has also been created, www.ordinaryfood.co.uk  with statements from professional healthcare experts about why people should choose a balanced diet, the health implications of cutting food groups and government guidelines on healthy eating.

AHDB worked closely with the wider industry, to encourage sharing the video using #OrdinaryFood and aims to reach 100,000 views in its first month.