Italy’s Mr Fruitness is coming to the UK this summer.
The super-hero character and his Fruit Team of peach, nectarine, pear, kiwifruit and plum allies are funded and promoted by the EU, the Italian government and Italian trade organisation CSO to raise awareness among young people of a balanced diet and healthy lifestyle.
Under the slogan Fruitness Enjoy It! Mr Fruitness will be focusing his attention on the fresh produce aisles of the supermarkets with posters showing the various Fruit Team characters engaged in sports activities, while children will be given free mini playing cards with the traditional four suits replaced by peaches and nectarines, plums, pears and kiwifruit. The aim is to combine play with the chance to discover the important nutritional characteristics of the produce.
In addition to the classic promotions, the superhero friend of fruit has some different surprises up his sleeve this year. In the last few days the Fruitness promotional materials and freebies were distributed in central London and Mr Fruitness’s Facebook page is regularly updated with fruity recipes, quizzes and tips on wellbeing and health.
