The Department of Health has rolled out the third phase of its responsibility pledge with promises from retailers, foodservice operators and processors to drive consumers to eat their 5 A DAY.

Public health minister Anna Soubry said on Friday that the fruit and vegetable pledge includes frozen, canned, dried and juiced products, as well as fruit and vegetables in prepared food, such as ready meals.

She said: “This pledge is part of a wider government plan to encourage everyone to eat their 5 A DAY, which includes our £10 million investment in the Change4Life campaign, and the 2.1 million children who receive a free piece of fruit or vegetable in school every day under our scheme.

“Getting your 5 A DAY can help lower the risk of serious health problems, such as heart disease and some cancers, but we know that can be a challenge. 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 trans fats, and over 70 per cent of fast food and takeaway meals sold on the high street have calories clearly labelled.”

The new pledges include Aldi, which has promised to increase the amount of store space dedicated to fresh produce and feature its discounted ‘Super 6’ fruit and vegetable lines in their promotional activities including TV advertising.

The Co-operative Food will 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 will offer coupon deals on fruit and vegetables and increase promotion of these lines to its customers using new website and social media features, as well as introducing new fruit and vegetable products.

Lidl has pledged to re-brand its entire fruit and vegetable range making it more appealing – particularly for children – with fun characters and jokes on kids’ packs.

And sandwich chain Subway has said it will launch a new campaign fronted by Olympic gymnast Louis Smith and boxer Anthony Ogogo to promote their choice of a low-fat sandwich personalised with their favourite extra salad items.

Chair of the Responsibility Deal Food Network, Dr Susan Jebb, said: “We expect to see some of the foods we buy everyday will include more fruit and vegetables. Supermarkets will make access to fresh produce easier and more attractive, as well as offering more promotions in-store.”