Trudi’s Bananas Drive Category Growth Across Europe For Fyffes

Fyffes’ consumer banana brand Trudi’s® is delivering strong category growth across Europe, with particularly notable gains in the UK and Norway, reinforcing the growing appetite for purpose-led fresh produce brands.

Image courtesy of Fyffes

Launched to bring added value and differentiation to the banana category, Trudi’s has performed ahead of market averages in several key retail channels. In Norway, listings with Coop Norway have delivered robust results, with Trudi’s bananas achieving 8% value growth and a 14% increase in volume. The performance highlights the brand’s ability to drive incremental sales rather than simply switching shoppers within the category.

In the UK, Trudi’s has also gained traction through wholesale partnerships, including James Hall & Co. Ltd, supplying SPAR stores across the north of England. Here, year-on-year growth has continued as retailers respond positively to the brand’s combination of quality, storytelling and clear ethical positioning.

Central to Trudi’s appeal is its “Good fruit, doing good™” proposition, which connects everyday banana purchases with tangible social impact. The brand has been designed to resonate with consumers seeking greater transparency and purpose from fresh produce, without compromising on taste, quality or consistency.

Marketing activity has played a key role in accelerating awareness. The Trudi’s “Little Voices” campaign has blended high-profile outdoor advertising with digital storytelling and in-store activation, helping to build emotional engagement while supporting retail performance.

Beyond the shelf, Trudi’s is backed by long-term community programmes delivered in partnership with CARE International UK. These initiatives focus on empowering women in banana-growing communities in Costa Rica, supporting economic participation and improving nutrition through household kitchen gardens.

According to Fyffes, the success of Trudi’s demonstrates how brands with a clear purpose can reinvigorate established categories, delivering value for growers, retailers and consumers alike. With momentum building across multiple European markets, Trudi’s is increasingly being positioned as a blueprint for future category growth in bananas.