The European Fruitness Project is set to kick off its 2007 campaign with in-store promotions on Hayward kiwifruit headed up by cartoon superhero Mr Fruitness, according to Centro Servizi Ortofrutticoli (CSO).
The ‘Fruit is Child’s Play’ campaign will make a comeback in January with new activities in Sainsbury’s and Asda in the UK.
The supermarkets will host in-store demonstration corners showing consumers the bet ways to eat kiwifruit.
Nutrition leaflets and freebies, including CD-ROM Mr Fruitness videogames, will also be handed out in stores.
A FAQ-style forum will continue the campaign online at www.fruitness.eu.
The Italian kiwifruit season, which supplies the majority of the product on the European market, stretches from October to May.
A total of 16,716t of Italian kiwifruit was sent to the UK in the 2005-06 season, 12,196t to Poland, 5,711t to Austria and 4,175t to Sweden, according to CSO.
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