Convenience stores in deprived areas south of the border will receive £800,000 from the UK Government to promote fruit and vegetables to customers in an attempt to encourage healthy eating.

The money, provided over three years by the Department of Health, will go towards enabling retailers to buy new shelving, chiller cabinets and produce promotional information. Shopkeepers can continue to sell sweets and crisps, but they will be expected to make room for fruit and vegetable promotions to help people achieve the target of eating five portions a day.

The initiative follows the success of a scheme which has been operating in Scotland since 2004. Only 10 shops took part in the pilot, which was originally backed by the then Scottish Executive, but results showed a rise in profits, with sales of fruit and vegetables in one shop soaring four-fold.

More than 500 retailers are now signed up to the Scottish Grocers' Federation Healthy Living Programme, which continues to receive funding from the Scottish Government.

Ivan Lewis, Health Minister, said yesterday that the initiative in England would help encourage consumers to buy more healthy food.

He said: "We know that families in some communities still use the corner shop on a daily basis for their food and other household goods.

"It is therefore essential we take healthy eating options to these stores and reach those families who are at the greatest risk of poor health due to a poor diet. "Consumer habits are shifting. People shop around at different outlets several times a week, so it's important that people have the opportunity to buy fresh fruit and vegetables where it is convenient for them."

A total of £200,000 will be provided this year and £300,000 in each of the following two years. The initiative will get under way first in the north-east of England and it is hoped that 120 stores will have signed up by next May.

The government is working with the Association of Convenience Stores and the major chains to launch the project.

James Lowman, chief executive of the Association of Convenience Stores, said: "Convenience stores trade at the heart of communities of all kinds throughout the country. They provide choice and convenience to all, and for some more vulnerable consumers provide invaluable access to food and services.

"Working together we can bring not only the access, but also the messages about healthy choices to the consumers that need it most."