The Co-operative Group has launched a campaign backed by price discounting to encourage consumers to eat a range of different coloured fruit and veg.
The retailer's Mix Your Colours promotion began this week with a national TV ad campaign backed by a series of half-price promotions during spring and summer.
During the next two weeks The Co-operative will offer a 454g punnet of strawberries reduced in price from £3.99 to £1.99 and Jersey Royals down from £3.39 to £1.69. Cherries, blueberries, blackberries and raspberries will also be discounted.
National press ads will focus on the half-price produce. There will also be point-of-sale material and in-store radio messages.
"We aim to encourage our customers to mix their colours," said Debbie Robinson, director of food retail marketing at The Co-operative. "We hope the message will help shoppers to understand that eating lots of different colours of fruit and vegetables will help them to get the most goodness from them."