SUPERMARKET shoppers are set to become the subjects of a new experiment which will encourage them to buy more fruit and vegetables and less meat.

Oxford University researchers have teamed up with supermarket giant Sainsbury's to redesign the layout of aisles in a bid to alter consumers' behaviour.

The initiative includes proposals to place vegetarian alternatives on the same shelves as meat products; giving vouchers and loyalty points to shoppers who choose vegetarian products; and providing recipes and leaflets that outline how shoppers can consume less meat.

A selection of Sainsbury's outlets, from smaller high street branches to some of its superstores, will take part in the pilot.

It is being funded by £5 million from the Wellcome Trust.

It follows a study in the Proceedings of the National Academy of Sciences in the US last year which concluded that eating less meat could reduce global mortality by 6-10 per cent and cut greenhouse gas emissions by 30-70 per cent.

Susan Jebb, professor of diet and population health at Oxford University, said: "Red meat is high in saturated fats and that is not good for us. The consumption of meat is also linked to cancer and cardiovascular disease. Most advice suggests that we should eat around 70g a day. However, most people eat a lot more than that. We have to cut that amount, and persuade people to eat more fruit and vegetables instead."

Judith Batchelar, director of brand at Sainsbury's added: "Shoppers can now choose from a much greater variety of produce than they did in the past, especially when it comes to fruit and vegetables.

"That gives them a greater opportunity to make meat-free choices, which is what we are seeing today. The question is: how can we take that further?"