The main thrust of the campaign is a lively six-page in-pack leaflet offering money-off coupons and quirky but informative details on everything there is to know about UK apples.

Key features of the leaflet range from nutritional information and descriptions of the tastes of specific varieties, to recipes, usage hints and tips and a seasonality chart.

Tesco's apple buyer Simon Latham said: 'This campaign reinforces our pro-British stance and our on-going commitment to support local growers.

'Our aim is to educate our customers about different apple varieties, what they taste like and where they are grown. We hope this information encourages them to buy British.' The Bite into British leaflet will be found in all bags of pre-packed English apples.

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