Morrisons has hailed the success of a half-price Pink Lady apple promotion, which led to more than nine million being shifted in three weeks.

At its peak, the £1 per bag deal, which ran from 25 June to 15 July, led to 3.9 million apples being sold in a single week compared with 360,000 in a normal week.

“The deal has encouraged shoppers to buy more fresh fruit than they might normally have considered,” said Morrisons buyer Glenn Bewley.