Combat winter ailments with a kiwifruit a day

The most widespread variety of kiwifruit is about to line up alongside Mr Fruitness in the third instalment of the “Fruitness enjoy it!”* campaign, thus becoming the latest trusted ally to join the fight against childhood obesity.

The superhero in the green leotard knows precisely when to call upon each member of his handpicked “Fruit Team” and, after peaches, nectarines and pears, he has chosen the kiwifruit to counter the onset of the most fearsome months of the year.

In actual fact, winter is the season for kiwifruits: not only because they reach maturity in these months, but also because it is the best time to eat them. This small but precious fruit helps to boost the body’s immune system and therefore affords protection from colds and flu due to its extremely rich vitamin C content: two fruits are all that is needed to provide an adult with the recommended daily intake of this vitamin (source: Italian Ministry of Health).

It is also a perfect, 100% natural integrator: a single fruit contains around one-fifth of the recommended daily intake of many vital nutrients that our bodies need.

With its unmistakeable flavour, the kiwifruit is therefore set to become the latest weapon of Mr Fruitness in the fight against junk food. It will be on sale in major retail chains throughout Austria, Germany, Poland, Sweden and the UK, starring in a series of promotions aimed at influencing shoppers at the moment of purchase and illustrating the benefits of a diet rich in fruit.

Furthermore, children throughout the continent now have the chance to identify with the allies of Mr Fruitness. By registering on the website fruitness.eu, youngsters will be able to create their own avatar in the form of a peach, pear or kiwifruit and explore the universe of Mr Fruitness to learn, play and test their knowledge of all things fruity by completing the new fruit quiz.

For more information, log on to Fruitness.eu.

*“Fruitness enjoy it” is a three-year campaign for the promotion of healthier eating habits, which aims to educate children and raise awareness about fruit and the role it plays in preventing child obesity. Directed at children in the United Kingdom, Poland, Austria, Sweden and Germany, the campaign is financed by the European Commission, Agea (the Agricultural Payment Agency) and CSO, for a combined value of 4 million euros. It will consist of a targeted and integrated programme of activities dedicated to promoting the consumption of EU fruits, by providing information about their intrinsic characteristics in terms of nutritional quality, safety and health benefits.