12/10/2025

Del Monte and Lasse Åberg Get Sweden “On the Banana” — Rethinking Snacking the Healthy Way

The new Del Monte campaign encourages young people to choose bananas over unhealthy snacking options

For years, fruit consumption among Swedish youth has been quietly declining, replaced by unhealthy snacking options like soda and energy drinks. But now, something unexpected is coming.
Del Monte, one of the world's leading producers and distributors of pineapples and bananas, is teaming up with Brand New Story (part of the Brand New Content group) to launch a campaign that's not just about fruit, it's about changing the narrative.
The campaign, titled "Kom på banan - med en banan" ("Get on the banana - with a banana"), stars none other than Lasse Åberg, one of Sweden's most iconic cultural figures. Known for his banana-themed legacy - from Trazan & Banarne to Electric Banana Band - Lasse returns with a wink and a message: there's always a perfect moment for a banana.

Lasse Åberg:
"The banana has been part of my life for as long as I can remember - both as a fruit and as a symbol of fun and positivity. I hope this campaign will remind people, especially young ones, how simple and great a banana really is."
Aimed at TikTok and Instagram, the campaign consists of 10-15 second video clips featuring a playful and repetitive tagline: "Kom på banan - med en banan." The tone is lighthearted, meme-inspired and easy to share - designed to make healthy choices feel effortless and entertaining.

Thierry Montange, Marketing Director Europe and Africa, Fresh Del Monte:
"Our goal is to inspire young people to make healthier everyday choices without preaching. The banana is naturally sweet, full of energy and vitamins, and with Lasse Åberg's help, we hope it will reclaim its well-deserved place in Swedish life."

Klas Lindberg, CEO, Brand New Story:
"This campaign shows how brands can use humor and storytelling to drive real change in behavior. With Lasse Åberg as our front figure, we want to remind people that the simplest ideas are often the most powerful - like choosing a natural snack."

The campaign officially launches on Wednesday, 15 October 2025, as part of Del Monte's long-term commitment to promoting healthy eating habits among young consumers.
Something is coming. And it's yellow.

ABOUT FRESH DEL MONTE
Fresh Del Monte Produce Inc. is one of the world's leading vertically integrated producers, marketers, and distributors of high-quality fresh and fresh-cut fruit and vegetables, as well as a leading producer and distributor of prepared food in Europe, Africa, and the Middle East. Fresh Del Monte Produce Inc. markets its products worldwide under the DEL MONTE® brand (under license from Del Monte Foods, Inc.), a symbol of product innovation, quality, freshness, and reliability for over 135 years. The company also markets its products under the MANN® brand and other related trademarks. Fresh Del Monte Produce Inc. is not affiliated with certain other Del Monte companies around the world, including Del Monte Foods, Inc., the U.S. subsidiary of Del Monte Pacific Limited, Del Monte Canada, or Del Monte Asia Pte. Ltd. Fresh Del Monte Produce Inc. is the first global marketer of fruits and vegetables to commit to the "Science Based Targets" initiative. In 2022, 2023, and 2024, Fresh Del Monte Produce was ranked as one of "America's Most Trusted Companies" by Newsweek based on an independent survey rating companies on three different touchpoints, including customer trust, investor trust, and employee trust. The company was also named a Humankind 100 Company for two consecutive years by Humankind Investments, which recognizes companies that substantially impact areas such as access to food and clean water, healthcare, and digital services. Fresh Del Monte has also been awarded the SEAL Business Sustainability Awards four times in the last five years (2021, 2023, 2024, and 2025). Fresh Del Monte Produce Inc. is traded on the NYSE under the symbol FDP.

About Brand New Story / Brand New Content
Brand New Story is part of Brand New Content, one of Sweden's leading content and brand storytelling agencies, creating editorial, creative and strategic communication for many of the country's top brands and media houses.