Mr Fruitness, the Italian superhero fronting the Fruit is Child’s Play campaign, has made a comeback this week to promote pears.
His video game, which shows off the cartoon character’s superpowers boosted by eating peaches, kiwi, nectarines and pears, will be distributed to multiple retailers who have signed up the initiative across the UK, Poland, Austria, Sweden and Germany.
These stores will be also hosting corners demonstrating the benefits of eating pears, as well as handing out information leaflets, recipe books and freebies.
The materials aim to introduce the characteristics of the fruit and its role as part of a healthy diet in a light-hearted and fun way, according to Centro Servizi Ortofrutticoli (CSO).
Italy is the top pear producer in Europe, harvesting 35 per cent of EU-produced pears, according to CSO. The country will introduce a total of 897,000 tonnes of pears into the market this year, of which 15 per cent will be sold abroad.
The most popular variety is the Abate Fetel - of which 78 per cent is grown in the Emilia Romagna region.
This round of promotional point-of-sale activities follows the peach campaign at the start of the summer.
The Fruit is Child’s Play initiative is set to continue over the coming months with activities promoting the benefits of kiwi fruit.
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