The '5+ a day' fruit and vegetable servings recommendation was Zealand in 1994, but consumption has remained low in young adults ever This study aimed to identify psychosocial determinants of fruit and consumption among New Zealand university students approximately a decade the guidelines' introduction. Twenty-nine students, aged 18-24years, focus group interviews. Important determinants included taste and health awareness/knowledge. Flatmates and partners had the greatest social Cost and availability were major barriers to consumption. To improve participants suggested: cooking sessions providing quick/easy recipes; more-varied nutritional information; 'made-to-measure' interventions; awareness of cheap sources of fruit/vegetables; and increasing campus availability of fruit. Determinants including a negative attitude, a self-efficacy and an unawareness of dietary guidelines/health be considered when developing interventions for this group, whilst a different delivery channels should be used. Participants in the study representative of all university students, who generally have a lifestyle to other young adults and specific determinants for consumption. Consequently, additional research is required among other adults and university students with lower fruit and vegetable intake, so promotional strategies can be specifically targeted.