Chiquita International has announced plans to market strawberry-flavoured bananas.
Reports on Sky News said the multinational giant is planning a range of new flavours because it believes bananas are becoming boring.
It hopes the new range will command premium prices and draw in a new range of customers.
The firm has not revealed how the bananas will be changed, but stressed that they will not be genetically modified.
Chief executive Fernando Aguirre said: "I have seen about eight and tasted four or five different types.
"Now we need to find out from consumers if this is relevant and whether it is something they would like to see and be willing to pay for."
The Cincinnati-based company plans to test the new, fruity flavours in Europe and the US during the next year.
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