China is taking on fruit flavoured jelly babies by leaving out the jelly - and simply offering fruit babies.
Nanchang farmer De He has been forcing fruit into moulds that causes it to grow into the shape of babies.
De has cashed in on an old Chinese fairy tale about a magic fruit in the shape of infants. The tale says that whoever eats a magic fruit attains immortality.
He first practised by growing ginseng into the shape of a baby Buddha before making the human moulds.
He said: "Who can resist a beautiful baby? And who could resist a lovely piece of fruit that looks like one? It occurred to me I would be on to a winner if I could market fruit in the form of perfectly formed, innocent babies and that has proven to be the case. Local supermarkets cannot get enough of the stuff."
De wants to expand his fruit moulding business to make some super-sized edible babies out of watermelons and pumpkins.
He added: "Parents are particularly happy. Junk food and sweet consumption is on the rise in China and making many children obese. Getting them to eat fruit in a fun way is important and they love eating the babyfruit."
The fruits have been getting a lot of attention in shops, but at £3 each they are ten times the price of the normal shaped fruit.
