The new scheme, which encourages children to make a healthier choice when it comes to snacking, incentivises kids to choose a banana, apple, orange or pear instead of confectionery by giving them a loyalty card that is stamped each time they buy a piece of fruit – the fifth piece of fruit is then free.

The scheme, which was initially trialled by the Healthy Living Programme in 12 KeyStore outlets across Inverclyde and Renfrewshire, is also designed to encourage retailers to place more emphasis on fruit and veg in their stores.

AJ Benning, owner of KeyStore More in Cowal View, Gourock, welcomed local kids and teachers for the official launch of the scheme. He said: “I’m finding in this area that parents want to see their kids make healthier choices and I’ve noticed that a lot of them will choose fruit instead of sweets which makes the Welby scheme perfect for this store.”

Benning added: “We already had a Healthy Living Programme stand in the store which has helped boost sales of fruit and veg so the new scheme will help us persuade the consumers of tomorrow that choosing healthier products is the way to go.”

Under the Welby scheme, Benning is currently charging 35p for a piece of fruit. “I’ll see how it goes over the coming weeks and might develop it in the future by increasing the cost of an individual piece of fruit to 45p but offer a ‘3 for £1’ incentive,” he said.

Gillian Edgar, field manager for the Healthy Living Programme, added: “By making something like this fun for the kids – the scheme is largely targeted at them but also open to everyone else – we are confident that it will encourage increased uptake of fruit in communities across Scotland.”

JW Filshill says the initiative fits in with its strategy of positioning its retailers’ stores at the heart of the community. Craig Brown, Filshill’s retail sales director, said: “This is a first-class initiative that will help KeyStore retailers develop their fresh food offer and increase sales of fruit and veg.

“We’ve been collaborating with the Healthy Living Programme on the launch for a couple of months now and it’s great to see it come to fruition.”