Fresh produce group Fyffes has announced plans to transition its banana branding in mainland Europe from its traditional namesake to Trudi's, a new consumer brand based in Dublin. This rebranding strategy will affect the company's premium banana segment, excluding products distributed within the UK and Ireland.
Launched in October, Trudi's aims to emphasize the health benefits of Fyffes' bananas and their contribution to the communities in Costa Rica where they are cultivated. Despite this shift, Fyffes clarified, "no plans to fully replace its Fyffes consumer brand in Ireland, North America or the UK". The company will maintain the Fyffes name for its corporate identity and operations in these regions.
Source: just-food.com