EDF is hoping to cash in on its strong brand image with ordinary investors as France’s state-controlled electricity group prepares to launch its first retail bond in more than 20 years to raise at least €1bn.

The bond issue will be the fifth since the beginning of this year, and could signal a more aggressive and flexible approach to raising finance by EDF as it seeks to ease the financial strain caused by last year’s acquisition spree. According to Dealogic, EDF has raised €10bn ($13.8bn) through bond issues so far this year, significantly more than the €7.3bn for the whole of 2008.