Sainsbury's head of produce Charlotte Rhodes said: "We've long been committed to helping customers to eat their 5-a-day and it seems that this new study has sparked some new enthusiasm for the challenge."
The findings, published in the Journal of Epidemiology and Community Health, suggested increasing target daily fruit and vegetable consumption from five portions to at least seven.
The authors also emphasised the relatively greater health-giving effect of vegetables over fruit, and it appears customers have picked up on this. Since Tuesday 1 April when the story broke, stand-out sales performers have been:
- Fine beans and celery, up 116 per cent
- Onions, up 95 per cent
- Carrots, up 69 per cent
- Cucumber, up 46 per cent
- Red peppers, up 41 per cent.