Fyffes builds UK appeal as banana brand awareness reaches 79%

New Kantar research shows strong consumer recognition for Fyffes across both the banana and pineapple categories, following continued investment in contemporary brand marketing.

Fyffes has strengthened its position among UK shoppers, with new Kantar research showing aided brand awareness for its bananas has reached 79%.

The study, released by the fresh produce group, also found that 76% of UK consumers would consider choosing Fyffes the next time they buy bananas.

Recognition extended beyond the company’s core banana business. Fyffes pineapples achieved aided brand awareness of 73%, while 70% of consumers surveyed said they would consider purchasing the brand.

Fyffes attributed the findings to its continued investment in consumer engagement and efforts to keep the long-established brand relevant to modern shoppers.

Last year, the company launched its playful ‘Eat ’Em, Like ’Em, Love ’Em’ campaign in the UK, designed to build a stronger emotional connection with consumers and inject contemporary energy into its fruit marketing.

Adriano Di Dia, Chief Marketing Officer at Fyffes, said: “These findings provide clear evidence of the enduring strength of the Fyffes brand and its strong connection with UK consumers.”

He added that the figures indicated the company’s contemporary marketing and emotionally focused messaging were resonating across both bananas and pineapples.

The results follow wider European consumer research previously published by Fyffes, in which 89% of respondents said they had eaten bananas during the preceding four weeks.

That research also suggested consumer habits around pineapples are changing, with the fruit increasingly being eaten as part of everyday lunches and dinners rather than reserved primarily for special occasions.

The latest Kantar findings form part of Fyffes’ wider consumer insight programme, which the company uses to guide marketing activity, brand development and category growth across key European markets.

Headquartered in Geneva, Fyffes has supplied tropical produce for more than 135 years. The company describes itself as one of Europe’s largest importers of bananas and pineapples and the world’s largest importer of Fairtrade-certified bananas. It has been part of Sumitomo Corporation since 2017.