The ethically focused brand has achieved volume growth at Coop Norway and strong value sales through Spar UK
Fyffes has said that its new consumer brand, Trudi’s, is delivering ”sustained category growth” and strengthening the company’s retail partnerships across the UK and Norway.
”Launched in late 2023, Trudi’s embodies Fyffes’ vision of Shaping Wellbeing for the World and the brand promise ’Good fruit, doing good’,” the group noted.
The range has ”resonated strongly” with modern consumers seeking ethically sourced, high-quality fruit that supports the communities where it is grown, Fyffes said.
The company confirmed that, since launching at Coop Norway, Trudi’s has achieved 8 per cent value growth and 14 per cent volume growth, outperforming total banana category averages.
Through James Hall & Co Ltd, Spar UK’s primary retailer, wholesaler, and distributor for the North of England, Trudi’s has delivered “strong” value sales this year versus last year, it outlined.
“Trudi’s is founded on consumers’ desire to not only eat fresh, healthy and nutritious produce but to ensure that the fruit we eat is also doing good in the communities and with the people who cultivate our fresh produce,” explained Adriano Di Dia, Fyffes chief marketing officer.
”The brand and category growth results show that consumers are responding to quality, transparency, and a story that connects what’s in the basket to the communities behind it.”
Fyffes said the Trudi’s brand has been boosted by its go-to-market strategy with the new ’Little Voices’ video campaign, including above-the-line advertising in high traffic locations such as train stations, digital storytelling as well as in-store activations at Obs, Coop Mega, Coop Prix and Extra.
”One of the core brand pillars is the community engagement to reinforce the brand’s dual promise of taste and impact,” the company continued.
The group pointed out that, through a long-term partnership with Care International UK, Trudi’s funds programmes in Costa Rican banana-growing communities that empower women, giving rural women a stronger voice, economic participation, and leadership opportunities in their communities thus becoming agents of social transformation.
The partnership also supports families with nutrition and food security with initiatives such as family kitchen gardens.
“We brought Trudi’s to market to fundamentally disrupt the category,” added Helge Sparsoe, CEO of Fyffes.
”The strong early results confirm that our shared-value approach, delivering profit with community impact, is resonating with both retailers and consumers.”
