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New research has Chiquita out in front
BELOW LEFT—Chiquita’s bananas scored highest on appearance
and taste, in both blind and branded tests BELOW RIGHT—Marc Speidel is the company’s director for
Northern Europe
A recent survey of consumers conducted in Germany
product in blind and branded tests when it came to
found that the company’s bananas scored highest in a
purchasing intent. Consumers who took part in the
number of key areas.
research apparently also trusted Chiquita bananas more than its leading competitors, considering it to be a high-quality producer.
by Mike Knowles
“We’ve always worked incredibly hard to ensure
@mikefruitnet
that Chiquita bananas are the best, both for taste and quality, and we’re delighted to report that new research has backed the pride and passion we invest into our lovely yellow fruit,” says Marc Speidel, Chiquita director for Northern Europe. “And now we are delighted to have confirmation that Chiquita bananas are the best. We know each of our beautiful bananas is bursting with delicious goodness and quality thanks to the bond of trust we’ve built with our consumers over 150 years of Chiquita tradition and history, and our dedication to developing and delivering the best fruit possible for banana lovers everywhere.” In a competitively-priced and high-volume commodity category like bananas, where the majority of the fruit is one single variety, establishing brand differentiation on key aspects like taste and appearance represents a must for Chiquita. “Our research proves that not all bananas are equal,
F
company’s products versus others
the best you can buy,” says Speidel. “Alongside our
has conducted brand
sold under six competing labels.
intensive sustainability efforts, our ongoing focus is on
research studies in several
Using both branded and unbranded
ensuring that as a brand we provide leadership, inspire
markets worldwide. Its aim, to
products, the researchers asked
trust, ensure reliability, and create great value, taste
know what consumers want from
almost 360 people – split more or
and quality.” _
bananas, and what inspires them to
less evenly according to gender and
develop and maintain loyalty to a
across an age range of 18-64 – what
particular brand.
they thought of each product’s
Year on year, superior taste
a ributes in turn.
and quality stand out as the
MMR found that consumers do
main factors that drive that
prefer the taste and appearance of
commitment, and because
Chiquita bananas when compared
Chiquita can claim consistent
with other rival bananas. What’s
exceptional performance for both
more, it seems more of them are
of those a ributes, the company
willing to buy bananas that carry
recently set out to strengthen that
the brand than any other. As a
reputation through additional
result, says the company, its famous
research, this time in Germany.
label has an important role to play
The new investigation was carried out in August 2020.
04
and we continually strive to ensure ours will always be
or the last decade, Chiquita
in boosting sales. Chiquita bananas scored
UK-based agency MMR was
highest on appearance (before and
asked to find out how consumers
a er peeling) and on taste. They
in Germany responded to the
also scored higher than any other
fresh focus banana 2021
p.36-37 (S4-5).indd 4
18/05/2021 10:55
