Fyffes strengthens UK consumer appeal with 79% brand awareness

New Kantar research released by Fyffes shows the continued strength of the Fyffes brand among UK consumers, with aided brand awareness for Fyffes bananas reaching 79%. The research also found that 76% of UK consumers would consider buying Fyffes the next time they purchase bananas.

Fyffes pineapples also performed strongly, achieving aided brand awareness of 73% and consideration of 70%.

The results reflect the success of Fyffes’ continued investment in building consumer engagement and brand relevance. Last year, Fyffes launched its ‘Eat ’Em, Like ’Em, Love ’Em’ campaign in the UK, bringing a playful and contemporary energy to one of the UK’s best-loved fruit brands.

Commenting on the findings, Adriano Di Dia, Chief Marketing Officer at Fyffes, said:

“These findings provide clear evidence of the enduring strength of the Fyffes brand and its strong connection with UK consumers. They also show that our investment in an emotional message and contemporary marketing is resonating across both the banana and pineapple categories.”

The findings build on wider European consumer research previously released by Fyffes, which confirmed bananas as consumers’ favourite fruit, with 89% of consumers reporting that they had eaten bananas within the previous four weeks. The same research found that pineapples are increasingly being enjoyed outside of special occasions and as part of a main meal such as lunch or dinner.

The Kantar findings form part of Fyffes’ wider consumer insight programme, which supports evidence-led marketing, brand development and category growth across key European markets

ENDS

Notes to Editor

About Fyffes

For over 135 years, Fyffes has supplied high-quality tropical produce to consumers around the world. Headquartered in Geneva, we are one of the largest banana and pineapple importers in Europe and the world’s largest importer of Fairtrade-certified bananas. Fyffes is also a supplier in North America, partnering with customers to deliver quality fruit and category expertise.

Deep consumer insight and strong innovation capabilities underpin our approach, enabling us to develop differentiated products, packaging and merchandising solutions that drive growth. Sustainability and responsible sourcing are central to our business, with a transparent and resilient supply chain that supports farming communities and protects the environment.

Fyffes has been part of Sumitomo Corporation since 2017