The website of the Fruitness: Enjoy it! generic campaign, encouraging kids to eat more fruit, has been given a makeover. It now has more photos and its mascot Mr Fruitness has been given a female sidekick, Miss Fruitness, who symbolises “sport and health powered by fruit consumption”. The Fruitness campaign is co-financed by the Italian government, the Italian fruit sector and the EU. It runs in the UK, Germany, Denmark, Poland and Sweden.