SainsburyÂ’s has launched a new campaign to extol the virtues of its fresh produce.

The “Simply the Best” initiative aims to educate Sainsbury's customers and convince them of the “high quality of its fruit and vegetable offer”.

The campaign includes brightly coloured shelf barkers featuring information on each product line as well as shots of the products. The strapline will be Sainsbury's Simply the Best.

At the end of last month the multiple announced the launch of a specially produced range of gluten, wheat or diary-free products to cater for allergy suffers.

At the same time it also launched a new product range Â- Way to Five Â- designed to make it easier for consumers to boost their intake of fruit and vegetables.