Caped, fruit-eating super hero Mr Fruitness has finally been set to work on his European audience on a mission to encourage young people to eat more fruit.

The initiative has a budget of €4m over three years for its campaign, involving retailers in the UK (Sainsbury and Asda), Germany, Austria, Poland and Sweden, promoting consumption of kiwi fruit, peaches, nectarines and pears.

The project will involve PoS, tastings, information documents and a free computer game, and is being funded by Brussels and two Italian state bodies.