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*The British soft drink industry has called on the UK government to cut VAT on fruit juices in order to entice more consumers to their potential health benefits. *

The British Soft Drinks Association (BSDA) claims that only 30% of British consumers are eating the recommended five fruits or vegetables a day, and therefore says the government must take action to address the problem.

The BSDA pointed to a recent government report that suggested that 42,000 premature deaths a year could be prevented by a 136g a day increase in fruit and vegetable consumption.

The association claims that a serving or glass of fruit juice would account for this increase, though time and cost are currently serving as barriers to encouraging consumption of the products.

"A glass of fruit juice with a meal requires no extra preparation and cutting the rate of VAT would reduce the cost," the BSDA stated. * The budget* BSDA communications director Richard Laming said that the government needed to take action to help the industry attract consumers through its next budget, to be announced on 12 March.

"The government rightly wants people to eat more fruit and vegetables because it would be good for their health," he stated. "The chancellor has the opportunity to encourage this by reducing the level of VAT on fruit juice in the budget."