Tesco has put its weight behind an proposed industry campaign to promote fresh fruit and vegetables, called “Eat in colour”.

It has joined Asda by pledging £25,000 a year to support the Fresh Produce Consortium initiative, which plans to use the vivid colours of produce to appeal to consumers.

FPC chairman Nigel Jenney welcomed the news, which means that stores accounting for nearly half of Britain’s grocery spend are on side.

But he appealed for support from more growers and retailers to reach the £500,000 needed to run the promotion each year.

Mr Jenney claimed that raising average consumption to the recommended five helpings of fruit and vegetables a day could add £1bn of sales to the market and boost volumes by 20%.

However, the campaign is aiming for a more modest 5% growth.