Sainsbury's is hoping to cash in on the usual wave of post-Christmas dieting with money off fresh produce.

The retailer gave away millions of glossy 2007 calendars printed with a 20p-off coupon for a different fruit or vegetable each month of the year. Each month features a recipe for the corresponding product with the retailer's Wheel of Health.

It also aims to support seasonal produce by offering the discount on produce such as strawberries in August, Jersey Royals in June and purple sprouting broccoli in March. Some of the featured products are organic or in the retailer's Taste the Difference range.