Del Monte expands fruit line with European launch of Honeyglow banana
The premium banana joins a growing range of fresh fruit varieties targeting quality-focused consumers.
ECUADOR – Fresh Del Monte Produce has announced the official European launch of its Honeyglow banana, extending a popular fruit line that began with the Honeyglow pineapple in 2020.
The fruit, grown solely in Ecuador, will be available from late April in limited quantities.
The Honeyglow banana is marketed as a top-end fruit option, selected at peak maturity to guarantee a sweet and rich taste. It will be sold through a range of premium retailers, greengrocers, and wholesale markets across Europe.
Fresh Del Monte highlighted the increasing interest in high-quality fruits across Europe as a key reason for this release.
Thierry Montange, senior marketing director for Del Monte Europe Africa, said the company had seen “a very strong increase in fresh banana demand in our region and a growing trend for top-quality fruits.”
“We’re excited to offer the new Del Monte Honeyglow banana, a unique visual and taste experience to premium fruit lovers across Europe,” Montange added.
The Honeyglow pineapple, first introduced five years ago, quickly became Europe’s fastest-growing pineapple. Del Monte hopes to build on this success with its latest banana variety.
According to the company, the banana was carefully developed to meet the rising interest in better-tasting and visually appealing fruits.
Marketing push focused on quality
To support the launch, Del Monte has prepared a focused marketing campaign aimed at consumers who prioritise premium fruit choices. The campaign will run across select European markets to highlight the banana’s flavour and appearance.
The Honeyglow banana’s launch follows a pattern of selective releases by the company. Earlier this year, Del Monte rolled out the Grandissimo Gold™ pineapple in North America.
This fruit is 25% larger than standard pineapples and has been promoted as a good choice for bigger meals and creative recipes.
In another recent development, the Rubyglow® pineapple, which was first sold in China during the 2024 Lunar New Year, reached North American markets in May 2024.
It is expected to enter the European market in early 2025. The fruit features a striking red shell and was developed over 16 years through traditional breeding methods.
Meanwhile, in the UK, frozen British strawberries – grown in Norfolk and frozen at peak ripeness – have continued to gain popularity. Launched in 2023 and sold exclusively in Iceland stores, these strawberries aim to preserve both flavour and nutritional value.
With the addition of the Honeyglow banana, Fresh Del Monte is continuing to respond to the European market’s growing appetite for better-quality fruit choices.
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