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Eating strongly coloured vegetables and fruit such as carrots and plums makes people more attractive, according to a new British study.

Researchers at St Andrews and Bristol universities studied the relationship between skin colour and attractiveness, and found people with a yellow skin hue were perceived as particularly healthy and attractive, the Grocer magazine reported.

They also established for the first time that yellow pigments, or carotenoids, from certain fruit and vegetables played a key role in producing yellowness in skin.

The link between yellowness and carotenoids opened up new strategies for encouraging young people to eat more fruit and vegetables, especially as it took just two months of increased consumption to produce visible results.