One in Four Norwegian Consumers Now Recognise Trudi’s®, New Kantar Research Shows; Adriano Di Dia Comments

IRELAND - 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 programs that support women, families and communities in key sourcing regions.

Commenting on the findings, in the recent release, Adriano Di Dia, Chief Marketing Officer at Fyffes, said in the recent release: “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’ favorite 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 program, which supports evidence-led marketing, brand development and category growth across key European markets.