Research highlights brand-building progress for Trudi’s banana label in Norway, with strong awareness and 8 per cent value growth at Coop Norway
New Kantar research released by Fyffes has highlighted growing consumer recognition of its Trudi’s brand in Norway.
According to the data, aided brand awareness reached 27 per cent just over a year after Trudi’s launched in the market.
The research also found that every fifth Norwegian consumer would consider purchasing Trudi’s the next time they buy bananas.
According to Fyffes, 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.
“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,” said Adriano Di Dia, chief marketing office at Fyffes.
“For a relatively young brand, awareness of 27 per cent 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,” Di Dia continued.
“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,” he added.
Fyffes pointed out that Trudi’s has delivered a ”strong” commercial performance in Norway, with last year the brand achieving 8 per cent value growth at Coop Norway last year – outperforming growth across the total banana category.
One of the foundations of the brand, it continued, is its partnership with Care International, designed to reinforce Trudi’s commitment to creating positive impact in banana-growing communities.
The findings build on wider European consumer research previously released by Fyffes, with 89 per cent of consumers reporting that they had eaten bananas within the previous four weeks.
