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23red's remit will be to encourage more in the food industry to support the scheme and to manage existing partners. Adam Wylie, 23red's managing partner, said: "We will be talking to a range of corporations about how to promote the programme."

The 5 A Day programme aims to increase consumption of fruit and vegetables in a bid to combat cancer and heart disease. More than 226 organisations, including McDonald's and Asda, have been granted the 5 A Day licence.