The current advice from the NHS in the UK is to eat five portions of fruit and vegetables a day. However, a recent study suggested that at least seven portions are needed to maximise health. Given that less than a third of adults in the UK, and even fewer children, currently meet the five-a-day target, there is little to be gained from changing the NHS advice to a higher number. A higher target might even be counter-productive, as evidence shows that a change in diet is best sustained when the change is made slowly and incrementally.