No VAT on juice

Asda has launched a campaign calling for VAT to be reduced on 100 per cent fruit juices and smoothies. Here’s how you can help us make a stand…

Try to imagine how unfair life would be if there was a tax that encouraged people to eat fast foods and discouraged them from eating fresher, healthier options. Sounds daft, doesn’t it? But, believe it or not, it’s the
law of the land right now. Under current tax laws, people pay zero VAT on so-called ‘essential’ food and drinks such as frozen pizzas and chips, but 17.5 per cent on ‘luxury’ items such as 100 per cent fruit juices.
Asda thinks this is wrong, especially when you consider a typical portion of juice or smoothie can contribute one of our Five-A-Day. Asda is making a stand by calling for VAT on these items to be reduced to five per cent – the minimum allowed under EU law. Please sign the petition at www.vatsnotfair.com to support the campaign.

The big squeeze

Asda has access to the pick of the fruit crop for juices, and there are so many ways for you to enjoy them.

1 Not From Concentrate (NFC) juice is 100 per cent juice from fruits that are picked, squeezed and packed in their country of origin. This is juice with nothing added and no goodness removed.

2 Concentrate juice is made from the juice of the fruit, with all the water taken out, then added again later when the juice is packaged.

3 Smoothies are made from whole puréed fruit and juice for a thicker drink.
Asda NFC Orange Juice, £1.33 (1L; 13.3p/ 100ml; chiller); Asda Apple Juice, 88p (1L; 8.8p/100ml; grocery); Innocent Strawberry and Banana Smoothie, £2.90 (1L; 29p/100ml; chiller)