Sainsbury's hopes to drive kids' fruit consumption with a new Mr Men campaign

Sainsbury's hopes to drive kids' fruit consumption with a new Mr Men campaign

Sainsbury's is launching a campaign this month in a bid to encourage children to eat more fruit. Mr Men characters will appear on a new range of organic fruit.

Characters such as Mr Tickle, Mr Bump, Little Miss Shy and Little Miss Giggles will aim to add a fun element to fruit. The six Mr Men organic fruit lines will include bananas, apples, pears, kiwifruit, grapes and citrus. To increase appeal there is a free Mr Men or Little Miss sticker in each pack for children to collect and a wall-chart that can be sent away for.

The move has come after research by the group revealed that 58 per cent of children eat no fruit during a school day.

Sainsbury's organic produce buyer Anome Oyetey said: “By introducing colourful and recognisable Mr Men characters onto fruit we hope to encourage more children to choose fresh fruit.”