Together with Albert Heijn, Chiquita is launching a new category on the banana shelf: The Chiquita green 5-pack. This introduction is part of a broader innovation within the category, which also includes the Chiquita yellow 5-pack—slightly riper than usual and ready to eat. For the first time, consumers are given a choice: Ripe for now or green for later.
The new 5-packs will be available exclusively in 850 Albert Heijn stores nationwide starting 4 June. The packaging extends shelf life, which in theory should help reduce the risk of food waste.
© Chiquita
Why green? And why now?
Through a major cross-media campaign, Chiquita aims to familiarise consumers with the updated range. With the message "Green bananas aren't crazier, just tastier later," the company addresses the initial surprise shoppers may feel when encountering the new offering. On-pack communication and the term "home-ripening Chiquita" are designed to help shoppers immediately recognise and embrace the product.
"Research shows that 88% of banana shoppers plan their purchase before entering the store. Colour, quality, and pack size are decisive factors. Although something more yellow than green is currently preferred, there is a clear group of consumers who deliberately choose a longer shelf life. The Chiquita green 5-pack fits this need perfectly: These bananas ripen gradually at home and suit people who plan ahead. In fact, research also shows that overripe bananas and disappointing freshness are among consumers' biggest frustrations. The Chiquita green 5-pack directly addresses that concern."
Peter Bolijn, Senior Marketing Manager Germany & Benelux at Chiquita, says: "This new way of selling bananas is truly a milestone: the banana shelf has remained virtually unchanged for more than 30 years. We're now intentionally moving beyond that era. The Chiquita green 5-pack is an innovative solution that responds to changing consumer needs: fresher, less waste, and more choice. At the same time, the familiar Chiquita yellow 5-pack remains a perfect option for those who want something ripe right away. We aim to drive further growth in an already popular category, Bananas are the best-selling fruit and one of the top-selling products in the supermarket. We're proud to collaborate with Albert Heijn and Bakker Barendrecht to provide modern consumers with options that better suit their lifestyles."
Jurian Simons, Lead Category Manager Fruit & Fresh Juices at Albert Heijn, adds: "The world is changing, and so are consumers' needs. They are becoming more conscious of what they buy and how long it lasts. As an innovative supermarket, Albert Heijn is eager to respond to this. With the launch of the Chiquita green 5-pack, we're meeting the needs of customers who want to shop less frequently but still enjoy fresh bananas every day. Thanks to the longer shelf life of these green bananas, we help reduce food waste while offering both convenience and quality in a single pack."
Source: Chiquita
