Millions of Tesco customers are being given the chance to sample seasonal produce from Chile as part of a six-week campaign for Chilean fruit.

Customers at Tesco's top 100 stores can taste delicious new season Gala apples, grapes, and plums while they do their shopping.

Over the next few weeks, four million customers are expected to participate in the tasting and take advantage of coupons offering money-off Chilean fruit.

As part of Tesco's ongoing Season's Best campaign, the supermarket is supporting the Chilean fruit industry by helping them to identify its produce to UK consumers. And with the UK having one of the lowest consumption of fruit per head of population in Europe, it will also help to reinforce the 5-a-day message.

Tesco's business planning manager for fresh produce, Hamish Renton, said: 'We want our customers to know we are importing from Chile and to tell them that we are doing this because Tesco gives the best and some of the best at the moment is from Chile.

'They have good weather and growing conditions which means that at this time of year their produce really is good. And feedback has told us that people place great value upon seasonal produce as they know it is plentiful, good value, and has a fantastic flavour profile.' The initiative has the backing of Roger Manning, director general of the Chilean Fresh Fruit Association - Europe (CFFAE). Manning said: 'Tesco is the leading UK retailer of Chilean fruit and as such we are delighted to endorse this innovative campaign.' The campaign follows a similar six-week promotional pilot in Tesco last year that proved to be an outstanding success. Last year's campaign was such a big hit that research showed one quarter of Tesco customers questioned recognised that Chilean fruit was available and in store at that time.

Chilean fruit will be available in Tesco stores until late May when the UK season takes over.