Somerfield has joined Asda and Tesco in signing up to the Fresh Produce Consortium's Eat in Colour campaign.

The retailer has pledged an undisclosed sum to the PR campaign, which plans to use the vivid colours of fruit and veg to appeal to consumers.

Dominic Edwards, fresh produce buyer, said: "It's a fantastic cause and we support anything to increase fresh produce consumption."

The campaign was launched last autumn with a target of raising £500,000 per year over three years. Waitrose has also said that it has been in talks with the FPC about the possibility of joining the campaign.