5-A-DAY aims to make a difference and impact the lives of others in a meaningful way. Our existence is founded on relentlessly pursuing our customers’ satisfaction, and through our scientific methods of promoting health and wellness, we aim to enlighten and empower you to live healthier, happier lives.

At the same time, we are aware of the hardships experienced by the poorest South Africans, which among other things, limits their access to adequate nutrition. The first major issue is the lack of financial resources, which imposes a limit on the number of calories available to households; and secondly, once households can afford adequate calories, the nutritional content of these calories is unquestionably compromised. According to StatsSA, 49.2% of South African adults live below the upper-bound poverty line, simply meaning that they are unable to afford the minimum required daily energy intake and essential household items.