European children will be encouraged to eat more fruit by a Centro Servizio Ortofrutticoli (CSO) campaign set to launch in July.
The FRUITNESS enjoy it! Project will market fruits such as peaches and nectarines to young people as treats.
A total of €4 million will be provided for the campaign by the European Union and the CSO over three years. The project is in line with the Green Paper published by the European Commission last December, which focuses on finding nutritional answers to tackle obesity and serious diseases in European cities.
One in four children in Europe is overweight or obese, according to the Paper. A total of 30 per cent of children aged between seven and 11 in Spain, Portugal and Italy are obese. But the highest levels of childhood obesity are in the UK and Poland.
A panel of 50 children aged between six and 10 years old contributed ideas to the campaign. The programme will promote fruit using the superhero character Mr Fruit, who will be featured in shops and on video games.
The CSO claims to be in talks with European supermarket chains including Sainsbury’s, Spar and Auchan. Valtiero Mazzotti, director of the CSO, said: “This is a valid opportunity to communicate the positive aspects of fruit using methods that the snack industry has used for a long time. It is a game for children.” Further information can be found at www.fruitness.eu