One in four Norwegian consumers now recognise Trudi’s®

New Kantar research released by Fyffes highlights growing consumer recognition of Trudi’s® in Norway, with aided brand awareness reaching 27% just over a year after the brand launched in the market. The research also found that every fifth Norwegian consumer would consider purchasing Trudi’s® the next time they buy bananas.

The findings underline the growing appeal of Trudi’s®, a banana brand created to combine high-quality fruit with a commitment to supporting banana-growing communities. Through its long-term partnership with CARE International, Trudi’s® helps fund programmes that support women, families and communities in key sourcing regions.

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

“These findings are particularly encouraging because they show that Trudi’s® is building meaningful recognition among Norwegian consumers in a relatively short period of time.

“For a relatively young brand, awareness of 27% is a strong indicator that the proposition is resonating with shoppers. Increasingly, consumers want confidence not only in the quality of the products they buy, but also in the positive impact behind them.

“We believe the combination of high-quality fruit, strong retail partnerships and a genuine commitment to supporting banana-growing communities continues to differentiate Trudi’s® in the marketplace. These results give us confidence that the brand is connecting with consumers with an emotional message that is both relevant and meaningful.”

Trudi’s® has also delivered strong commercial performance in Norway. Fyffes reported last year that the brand achieved 8% value growth at Coop Norway, outperforming growth across the total banana category.

Since launch, Fyffes has supported Trudi’s® through its compelling “Little Voices” campaign, combining out-of-home advertising, digital storytelling and in-store activations across retailers including Obs, Coop Mega, Coop Prix and Extra. The campaign has helped build awareness of the brand’s dual focus on quality fruit and positive social impact.

One of the foundations of the brand is its partnership with CARE International, which reinforces Trudi’s® commitment to creating positive impact in banana-growing communities while delivering high-quality fruit for consumers.

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 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.