A major mushroom grower has invested £8,000 in new livery for the sides of its fleet of refrigerated lorries to promote the crop's new superfood credentials. Heveco Mushrooms believes that the five ­14-metre lorries offer the best means of conveying the message, after a study published in June highlighted the nutritional qualities of mushrooms.

The trucks bear the message: 'The Magic Mushroom ... Mushrooms are one of the highest antioxidant vegetables in the world, in the same league as spinach.'

"We made the decision to advertise on our lorries as they are the best route commercially, giving an estimated 7.5 million opportunities to view each month," said Denise Stock, UK sales and marketing manager for Heveco.

"It will both strengthen our identity and at the same time reflect our support for the wider industry initiative to increase consumption," she added.