Celebrity chef Jamie Oliver has sparked debate by labeling the well-known five-a-day guideline “a lie.” In an interview with the Times, he argued that the real health advantages of fruits and vegetables only become significant at seven, eight, or even 11 portions daily.

He is correct that higher intake leads to greater benefits. Studies consistently show that the more servings of fruit and vegetables people consume each day, the more their overall health improves. However, the choice of five portions as the standard recommendation was never about representing the optimal amount but rather a balance between scientific evidence and what public health experts believed was practical for most people.
Widespread message, limited impact

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Increasingly, however, researchers argue that this message may need to be revised, as mounting evidence links greater fruit and vegetable consumption with a reduced risk of chronic illness.

A meta-analysis of over 2 million people found that while five portions lowered risk of chronic diseases such as cardiovascular disease and cancer, the greatest benefits were seen at around ten portions of fruit and veg daily. Another UK study found that people eating seven or more portions of fruit and veg each day had a 42% lower risk of death compared to those eating less than one portion.

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Japan has long recommended ten (and more) portions of fruit and vegetables a day. Mediterranean countries, too, traditionally eat diets rich in fresh produce, beans, and legumes. Research suggests that populations that follow these dietary patterns tend to have lower rates of heart disease and longer life expectancy. Similar associations between higher intakes of fruit and vegetables and lower risk of death from any cause are reported in Japan, too.

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