Tesco has reported soaring sales of Fairtrade bananas since launching the product into stores two weeks ago.
The company recently rolled out the bananas across its estate following a successful trial in 30 stores.
It now claims daily value sales are approaching the five figure mark.
The pre-packed fruit is sourced from Dominica in the Windwards. Banana buyer David Williams said: "We are committed to supporting the Windward Islands and our introduction of the Fairtrade banana pack reflects this sentiment."
Tesco said it anticipated the Fairtrade pack would continue to account for a growing percentage of its total banana sales.
The bananas are being supported in store with point of sale material including shelf talkers, strips and hanging boards.