Chiquita is preparing to launch a range of fruit smoothies in Italy this week as it seeks to establish a new market for fresh-cut convenience products in the country.

According to the company, Chiquita smoothies have already enjoyed huge success in a number of European countries including Denmark, Sweden, Austria, Germany, Belgium and the Netherlands, achieving market leadership in each country.

The smoothies will be available in Italy from a number of leading supermarket chains as part of the Chiquita-branded 'I Frullati 10 e lode' ('A+ Smoothies') range. Flavours include strawberry and banana, pineapple and banana, coconut and mango, and raspberry and pomegranate.

The Chiquita smoothie has been attracting plaudits in a number of key European markets. In Holland it was named 'Product of the Year 2009', while in Germany last year a panel of 850 leading commentators classed it 'Hit New Product' in the fresh-cut category.

The product also won a 'Life Care Food Award' in Germany, and in Sweden, leading women's magazine Amelia voted the smoothies the 'best-tasting snack' of 2008.

'These prizes confirm the great value of our offer,' said Maurizio Pisani, marketing director at Chiquita Italia. 'We are certain that the experience we've gained in abroad will allow us to achieve similar recognition in the Italian market. In fact, it should be remembered that our smoothies have already been extensively trialled among Italian consumers, with a lot of success.'

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