Mr Fruitness, the superhero face of the European 'Fruitness enjoy it! campaign, has offered his tips for staying healthy and fighting obesity, including a diet rich in fresh fruit and vegetables as well as regular physical exercise.

The project, which is promoted by the European Union, Italian research and marketing agency Centro Servizi Ortofrutticoli (CSO) and the Italiangovernment, aims to raise young people’s awareness about healthy lifestyles and the importance of maintaining a balanced diet.

This month, the superhero character has offered advice on how to lead a healthy and balanced lifestyle, including the consumption of fresh produce, the importance of sport and exercise, awareness of fats and sugars, and staying hydrated through water intake.

Mr Fruitness and his Fruit Team, consisting of peaches, nectarines, pears, kiwifruit and plums, continues to spread the message to teenagers and children in Austria, Germany, Poland, Sweden and the UK, backed by in-store promotions and an online web tool.