UK supermarkets are encouraging shoppers to buy meat and processed meat through the use of multibuy deals, despite the products being associated with an increased risk of cancer, a new study has found.

According to the Food Foundation, 18% of multibuy offers in major supermarkets include meat and dairy items, while 11% involve processed meat, such as sausages, ham and bacon, The Guardian reported.

Meanwhile, just 5% of multibuy deals include fruit and vegetables, according to the findings on promotions run by Aldi, Iceland, Morrisons, Asda, Tesco and Sainsbury’s in March, when the Questionmark Foundation analysed the deals.

The think tank said the findings show that grocers are “actively incentivising citizens to buy more of those foods that are known to be bad for the health of people and the planet”.

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Iceland was found to have 15% of multibuy deals on processed meat, followed by Tesco with 13% and Asda with 11%. Meanwhile, the frozen food retailer offered the least amount of offers on fruit and veg, at 2%.

The British Retail Consortium told The Guardian: “Anyone who shops in a supermarket will know how affordable retailers make fresh fruit and vegetables, whether that is through everyday low prices or promotions.

“It is the core part of their offer, and whilst they will promote products across the store, great quality, usually British, affordable fruit and veg, is always available as that is what customers demand.”

Of the UK’s largest supermarkets, only Lidl has set sales-based ambitions which look to drive higher sales of non-meat dishes.