Kids’ yoghurt brand Frubes, owned by Yoplait, has relaunched with a new-look pack in a bid to drive differentiation, bring fun and excitement, increase loyalty and make Frubes the yoghurt brand of choice for lunchboxes and snacking.
The new pack design dials up naturality, calling out the use of natural flavours, no added colours and will also carry a new reassurance message focused on the nutritional benefits of Frubes. This focuses on dairy goodness, fortification critical for kids’ bone development and a call out on the taste and texture that kids love.
Children will now be able to find a new game on the back of pack which taps into the craze for gaming. Targeted at children aged seven-13-years-old, the new packs feature QR codes which unlock characters and skills and there is £1,000 worth of gaming vouchers up for grabs every month.
“Our new Frubes packs have been updated to bring the fun we know kids are looking for from their favourite brands and also bring the reassurance we know parents and carers are looking for from a nutritional perspective,” explains Ewa Moxham, Head of Marketing for Yoplait.
“Keeping our brands relevant is critical to ensuring shoppers pick them up and children want them included as part of their lunch and snack times. We are putting a huge focus on Frubes in 2025 with the aim of bringing new shoppers into the kids’ yoghurt category and retaining our existing loyal consumers.”
The Frubes re-launch is being supported by £1.5million marketing investment which includes on-line video advertising, video on demand advertising, digital out of home advertising, social and influencer campaigns.
