Del Monte UK will launch National Passion for Pineapple Week next month in a bid to increase take-up of its Del Monte Gold Extra Sweet Pineapple.

Television chef Lesley Waters will front the campaign from May 8-14. She will be dubbed 'the Woman from Del Monte' and will present new recipes using fresh pineapple.

Del Monte's marketing manager for fresh, Chris Tune, said: "Despite sales growth of 40%, only 24% of households are buying fresh wholehead pineapple on a regular basis."

The awareness week will be promoted via television sponsorship, on radio, in the press and through sampling.