CONSUMERS will see major changes to the way fruit and vegetables are sold after Scotland's biggest retailers signed up to a joint initiative aimed at tackling the obesity epidemic that costs the NHS millions of pounds.

Tesco, Sainsbury’s, Marks and Spencer, Asda, Morrisons, the Co-op and Boots will look at implementing a series of measures, including boosting the fruit and vegetable ingredient content of their own-brand products, targeting impulse buyers with better-placed displays and producing more special offers and value ranges.

They are also expected to provide better information so people can more easily understand the importance of getting at least five portions of the nutritious foods a day.

Two-thirds of men and more than half of women are overweight or obese and it is estimated the annual £450 million cost to the NHS in Scotland of poor eating habits will soar to £3 billion by 2013.

The strategy, unveiled today, is the result of a co-ordinated effort by the Scottish Retail Consortium (SRC) with the Scottish Government.

Shoppers in future should be able to buy more healthy products and find it easier to access advice on how to cook fruit and vegetables.

Own-brand ready-meals, smoothies and soups will be among the products the stores are looking to make more nutritious. People are also likely to be encouraged into healthy eating by stores making greens more affordable through, for example, promotions.

The scheme also intends to roll out to ensure better availability of fruit and vegetables in work canteens, meeting places and office vending machines.

The move was welcomed by one leading health campaigner, who said it must work in tandem with better education to confront the crisis.

Professor Annie Anderson, professor of Public Health Nutrition at Dundee University, said: “This sort of initiative is very welcome to support healthy food choices across the Scottish population.

“However, to decrease obesity we need major efforts to decrease our calorie intake; sadly increasing our fruit and vegetables is unlikely to have a major impact on obesity.”

She added: “If retailers can help consumers to reduce calorie intake they have the potential to play a major part in helping to solve Scotland’s obesity problem.”

It is also hoped the initiative will complement future work in the Scottish manufacturing and catering sectors.

The retailers will monitor consumers’ buying habits and report on the progress annually.

SRC director Ian Shearer described the obesity challenge facing Scotland as “considerable”.

But he stressed that the retailers were “committed to helping the Scottish Government put a long-term strategy for tackling the problem into action”.

He added: “The advice to eat at least five portions of fruit and vegetables every day is well known, not least because of the efforts major retailers have already put into promoting the message.

“The further commitment being outlined today shows retailers are ready to do even more to help consumers eat healthily.

“The promise stores are signing up to will have an impact on how they price, promote and prepare fruit and vegetables.

“These are practical and affordable steps which make it easier for all customers to enjoy healthier diets.”

Sports Minister Shona Robison, who has responsibility for the issue, said Scotland was “leading the way” on the initiative, which is a key part of the Scottish Government’s Obesity Route Map strategy.

Ms Robison added: “I am delighted that our work with retailers, producers and the food industry will help improve the availability of healthier foods.

“By enabling consumers to make informed choices about what is best to eat and the benefits of fruit and vegetables, this commitment from Scotland’s retailers can help improve diet and tackle unhealthy weight.”

A spokeswoman for the SRC said the supermarkets’ branches in England and Wales were also likely to take up the initiative in the future.

She said: “We would expect them to follow suit. But even within Scotland there will be variations between the retailers on how they promote items to implement the scheme”

A spokesman for Sainsbury’s said: “We were delighted to sign up to this initiative and we look forward to working with the Scottish Government to help our customers increase their fruit and vegetable intake.

“We already run regular promotions on fruit and veg and locate the fresh produce at the front of our stores to make it easier for customers to find.

“Our Basics range is also packed with healthy options with over 50 ways for customers to enjoy their five a day.”

A spokeswoman for Morrisons said: “Along with other retailers we are supporting this SRC initiative and, over and above the commitment, our key initiative is that we pledge to have 50 promotions on fruit and veg in our Scottish stores every week.”