Supermarkets have signed up to a new series of government pledges under the Responsibility Deal to try to increase the number of people hitting their five-a-day target for fruit and vegetables.

retailers have agreed to hand over more space in store to fruit and veg, increase marketing of the products and ramp up promotions, as well as look at new healthier ranges.

Among a series of individual moves, Aldi said it would increase the amount of store space dedicated to fresh produce and boost its TV advertising of the range, Iceland promised to target coupons at fruit and veg products while Lidl said it would rebrand its entire fruit and veg range.

The Co-operative Group said it would target customers who are not buying fruit and vegetables with money-off coupons on fresh, frozen and canned produce, in a bid to “change customer behaviour”.

“This follows a recent trial, which resulted in a significant increase in redemption rates - 20% higher than for other, more typical money-off coupon campaigns, highlighting a real appetite among our customers for fruit and vegetables,” said a spokesman for the retailer. “In addition to developing new products, we have a number of other initiatives planned, which will make it easier for customers to choose fruit and vegetables across all categories. “

“Getting your five-a-day can help lower the risk of serious health problems,” added public health minister Anna Soubry. “That is why we want to work with the food industry to help everyone make healthier choices.

“Through the Responsibility Deal we have already achieved real progress in helping people cut the calories and salt in their diet.

“All of the major supermarkets have now committed to removing artificial transfats, and over 70% of fast food and takeaway meals sold on the high street have calories clearly labelled.”

The full list of pledges:

  • 3663 - Encourage customers to procure more products suitable for five-a-day through a variety of price promotions, as well as publishing a new health and wellbeing brochure
  • Aldi - Boost store space dedicated to fresh produce and feature discounted ‘Super 6’ fruit and vegetable lines in promotional activities including TV ads
  • Brakes - Encourage catering customers to include more fruit and veg in dishes and on menus through a range of communications and promotions
  • The British Frozen Food Federation - Promote fruit and veg through Healthy Options section with recipes and advice on its consumer site
  • CH & Co Catering - Encourage its customers to consume more fruit and veg in its restaurants with vegetarian food focus and discounts for multiple fruit & vegetable portions
  • The Co-operative Group - Target customers who are not buying fruit and vegetables with money-off coupons on fresh, frozen and canned produce, in a bid to change customer behaviour
  • Iceland - Offer coupon deals on fruit and vegetables, increase promotion using new website and social media and introduce new fruit and veg products
  • Lidl - Rebrand entire fruit and vegetable range, making it more appealing for children with fun characters and jokes on kids’ packs
  • M&S - Reformulate further products to increase fruit and veg content
  • Mars Food UK - Introduce five new products next year as part of its Dolmio sauce range
  • Morrisons - Revamp the produce department in more stores by introducing new layouts and extended choice with aim to boost fruit and veg purchases by an average of 14%
  • Sainsbury’s - Offer seven different 80g fruit bags as part of their £3 meal deal promotion to help customers eat more fruit at lunchtime
  • Subway - Launch new campaign fronted by athletes Louis Smith and Anthony Ogogo to promote their choice of a Low Fat Sub
  • Tesco - Launch new, healthy ranges that include a minimum of one portion of fruit and vegetables, such as Eat, Live, Enjoy range; include fruit snack packs in meal deals; introduce new brands into their canned vegetable range; and move frozen fruit into their dessert section
  • Waitrose - Training hundreds of staff to become fruit and veg specialists and advisors