California Raisins is hoping to boost demand with promotion and consumer activities.

The California Raisin Administrative Committee has invested in trade and radio advertising as well as organising a consumer competition to create the most imaginative recipes with raisins. The results will be used to publish a recipe book.

Radio adverts, airing in the new year, will direct consumers to with the opportunity to win prizes.

An innovation award is also being devised to reward suppliers who come up with the most original use for California Raisins.