Frieda’s Inc. wants “to change the way America eats fruits & vegetables” with a scary new campaign.

Frieda’s launches ‘scary fruit’ campaignThe “Eat One Fruit a Day That Scares You” challenges shoppers to put more specialty fruits such as dragon fruit and mangosteens into their shopping carts and on their plates at restaurants, according to a news release.

The Los Alamitos, Calif.-based Frieda’s is encouraging retailers, wholesalers and foodservice distributors to join the effort, according to the release.

That effort includes Frieda’s offering merchandising recommendations and promotional ideas, product lists and marketing tools designed to support the campaign.

Frieda’s is also providing detailed product information, high resolution photographs and a recipe database to aid in marketing needs, according to the release.

“We want to encourage people to explore the produce department for something new and exciting, and take a chance with an item on the menu you haven’t tasted before,” Karen Caplan, Frieda’s president and chief executive officer, said in the release. “After all, what better way to eat more fruits and vegetables than to keep trying new things? The next new fruit you try might just end up being your new favorite!”

The campaign also encourages consumers to share stories about “fearing no fruit” through social media by using the #FearNoFruit hashtag on Twitter, Facebook, and Instagram.

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