This initiative included a crossword competition to win a Fyffes banana smoothie kit, which appears in the Bella Cookbook.

Fyffes is giving away 20 of the kits, which include a blender, glasses and bananas – which many consider to be the backbone of a good smoothie. Prizes linked to other promotions include mountain bikes for a family of four for a Prima competition and Fyffes funbunch sweatshirts in children's activity magazine Art Attack.

Fyffes' brand manager Paul Barrett said: 'Fyffes' recipe development programme has, over the years, encouraged the fruit-buying public to realise the banana's full potential and to include it in savoury as well as sweet dishes.

'Not only has this activity helped to keep the banana top-of-mind, but by taking ownership of this form of promotion, Fyffes has driven up its brand profile – still number one in terms of brand awareness, but more importantly, the brand six times more likely than any other to be preferred as best quality.'

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