Celebrity chef James Martin is putting his name to a campaign by Canned Food UK to highlight the health, convenience and value of tinned meat, fish, fruit and vegetables.

Consumer guide Switch 2 Canned Food comprises 20 recipe cards that demonstrate how to create nutritious, cheap and easy meals with canned food.

The recipes are divided into five categories: balanced lifestyle, 5-a-day, nutrition, good value and convenience.

"The cards highlight that canned food is for everyone, whether you are feeding the kids, shopping on a budget or looking to boost your 5-a-day," said Martin, who created the recipes.

Canned Food UK is hoping the campaign will fuel further category growth. Over the past seven months sales rose 7% to a record £1.85bn [TNS].