Mr Fruitness is coming...

Remember the Jolly Green Giant? Clad in a green lycra body-stocking and sporting a leafy crown on his head, Mr Fruitness may bring to mind another healthy eating superhero for readers of a certain age.

A new campaign financed by the European Commission, the Agricultural Payment Agency and CSO, is set to promoting the consumption of EU fruits, by providing information about their intrinsic characteristics in terms of nutritional quality, safety and health benefits.

Superhero Mr Fruitness puts his superpowers down to a balanced diet in which, would you believe it, fruit forms an essential component.

If his powers begin to fade, Mr Fruitness uses his 'Fruiteam' of peaches, nectarines, pears and kiwi fruits to give him the boost he needs to restore his superhero abilities, in an online video game, According to www.fruitness.eu 'when he calls them, they rush to his aid from the countryside where they naturally live and grow'.

The Fruitness project is aimed at promoting healthy eating for children and their families, at home and in schools. It's estimated that childhood obesity alone costs between 2 and 8% of the European Health care expenditure.

Mr Fruitness will be coming out in the UK, Poland, Austria, Sweden and Germany this autumn, so look out for him in a supermarket near you soon!

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