Health minister Melanie Johnson described the move as "relegating the issue down their agenda". The government is currently preparing guidelines for manufacturers as to which products are permitted to use its official 5 A Day logo. These will be announced later this year.
Heinz has insisted it removed the label "to avoid customer confusion" with the official logo. Heinz's 5-a-day logo informed customers of ingredients and was developed in association with the British Diabetic Association.
It is unlikely that the new guidelines will permit Heinz to use the official 5 A Day logo, because the products will not have the specified limits of certain ingredients.
Knorr, another food manufacturer with its own 5-a-day logo, said it had no plans to remove its logo from packaging, but will review the situation once the government guidelines are published.
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