The retailer is launching the initiative on August 5 with the World Cancer Research Fund (WCRF) in order to promote the benefits of fruit and vegetables.

Eat 5 Feel Alive will highlight the perks of products such as bananas, oranges, broccoli and tomatoes and will carry information telling customers about the nutritional properties of the produce.

Safeway's company nutritionist Moira Howie said: 'We are delighted to be working with WCRF UK to help promote the benefits of the five a day message. The demand for foods that deliver real health benefits has never been higher. This initiative will give customers valuable information about the fresh vegetables and fruit they buy, as they buy them.' Sue Wilkinson from WCRF UK said: 'We are delighted that Safeway is working with WCRF UK to support cancer prevention publicly.'

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