Vegetable grower G's Marketing is to launch a three-year marketing campaign to increase UK consumption of radishes.

PR agency Pam Lloyd is at the helm of Love Radish, which aims to boost year-round consumption and encourage more shoppers to buy in the core summer season.

G's Marketing said it hoped to increase household penetration from 26% to 30% over the three years of the campaign.

A website will provide recipes and serving suggestions to persuade people that radishes are more than simply "a bite on the side".