Five-a-day, a price to pay: An evaluation of the UK program impact accounting for market forces

▶ We estimate the impact of the UK 5-a-day campaign over the period 2002-2006. ▶ A counterfactual demand model allows to disentangle the effects of increased prices. ▶ On average, the program has increased fruit and vegetable intakes by 0.3 portions. ▶ Impacts across income groups vary because of differences in elasticities.