Fruit and vegetables would be more appealing to children if celebrities were seen advertising them, according to Asda.
The retailer is calling on the government to introduce public information broadcasts backed by high profile celebs.
A survey of children, conducted by Asda, revealed that one in four believed TV and celebrity promotion would make fruit and veg appealing.
Penny Coates, Asda’s director of food, said: “Public information broadcasts would create positive pester power that could lead to dramatic change in the eating habits of children.”
The retailer has also launched a school education programme called the Big Healthy Eat which invited five to 11-year-old pupils to stores and depots to learn more about eating healthily.