Constantly increasing speed to player

Hi everybody, inspired by Subway Surfers, I decided to make endless running game, but I don’t know how to add constantly increasing forward speed to player. Can somebody help me?

public Rigidbody rb;
[Range(5f,50f)]
public float speed;

    void Update()
    {
        rb.AddForce(Vector3.forward*speed);
    }

Thank You so much!