The campaign aims to kick-start a banana barbecuing trend, helping to increase summer sales.

Supported by the major retailers, live in-store demonstrations will take place in flagship stores nationwide incorporating recipe leaflet distribution, POS support, and giant bananas.

Laurence Swan, director of The Banana Group said: 'With today's hectic lifestyles consumers are always looking for simple, easy but inspirational ideas when it comes to cooking at home. We believe our banana bbq campaign delivers the perfect proposition. Last summer banana volume sales grew by 8.8 per cent and this new campaign will ensure a further sales boost this summer.' Further rollout of 'Go bananas on your bbq' messages will feature throughout a national and regional press and broadcast media campaign reaching millions.

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