Purpose The purpose of this paper is to investigate the effects of choice on the development and maintenance of a fruit consumption behaviour and if behaviour change was underpinned by habit strength. Design/methodology/approach A 2×2×3 mixed model experimental design was used. The independent variables were pictorial cue and fruit consumption manipulated on two levels: choice and no choice, across three-time points: baseline, post-intervention (after two weeks) and follow-up (one week later). Participants (n=166) completed demographics, the self-report habit index and fruit intake at all three-time points. Findings All participants showed significant increases in fruit consumption and habit strength at post-intervention and follow-up. However, participants provided neither choice of cue nor fruit showed a significant decrease in consumption at follow-up. Practical implications Fruit consumption can be significantly increased with a relatively simple intervention; choice seems to have an effect on behaviour maintenance, providing no choice negatively effects behaviour maintenance post-intervention. This may inform future interventions designed to increase fruit and vegetable consumption. Originality/value The intervention that the authors designed and implemented in the current study is the first of its kind, where choice was manipulated in two different ways and behaviour was changed with a simple environmental cue intervention.

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