World’s oldest fruit brand Fyffes to be replaced with Trudi’s

The world’s oldest consumer brand for fruit will soon no longer be visible to the general public after almost a century on the shelves.

The Fyffes label, which was first applied to a piece fruit in the same year Enzo Ferrari put his name on a car, is to be phased out, Fruitnet can reveal.

It will be replaced with Trudi’s, a new brand introduced by Fyffes in October

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Fruitnet.com

Eurofruit is a leading magazine for buyers and suppliers of fresh produce in Europe and the Middle East. Its global network of editors, reporters, and correspondents, publishing ten issues per year and daily online news, provides international fruit and vegetable trade with the latest information and analysis, covering innovations in all areas of the industry.