The European Commission has approved another three years of funding for the “Fruitness enjoy it!” project.
The scheme, which promoted fruit consumption among children and teenagers in Austria, Germany, Poland, Sweden and the UK from 2006 to 2009 , will see plums join peaches, nectarines, pears and kiwifruit in the promotions.
Mr Fruitness, the superhero in the green leotard, will continue to lead the campaign against obesity.
Over the next three years, a number of other fruits are also expected to join the campaign, which is committed to fighting against junk food and promoting correct nutrition.
The new “Fruitness enjoy it!” campaign will also champion sporty activities. Mr Fruitness's fruit characters will each put themselves to the test in a different sport, introducing it to children and teenagers and suggesting the most suitable diet to prepare for training or matches.
Other novelties will include Mr Fruitness mini playing cards, an entertaining play-while-you-learn tool. Hearts, clubs, spades and diamonds are replaced by pictures of peaches, pears, kiwifruit and plums, providing a fun way of teach youngsters all about the benefits of fresh fruit.
The cards will be distributed in major retail chains throughout participating countries from December.
