Yoplait Kids announces Team GB partnership

Yoplait Kids from General Mills has revealed that it is joining forces with Team GB for the Tokyo 2020 Olympic Games, now being held in 2021, as it aims to further push its mission to help kids get the proper daily nutrition to lead active lives.

The three-year partnership will see Yoplait Kids, with its Petits Filous, Frubes and Wildlife brands, become the official yogurt of Team GB.

To showcase its collaboration, Yoplait Kids is launching a "Moments of Gold" campaign to help motivate the next generation of athletes by introducing them to Team GB values through fun and play. Yoplait Kids will encourage families to be active together and create moments of gold nourished by the nutrition and goodness of Yoplait yogurts.

The seven figure ATL campaign includes a mix of unmissable instore activations, on-pack promotions, social media activity with Team GB athletes, and a TVC due to hit screens from June.

Petits Filous is a natural source of calcium and vitamin D. Frubes contain no artificial sweeteners, use natural flavourings and are a source of protein, calcium, and vitamin D.

“Team GB’s mission is to ‘Unite & Inspire through the power of Olympic sport’ and we felt this was a perfect fit with Yoplait Kids," said Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills. “With the renewed importance of uniting people in the ‘new normal’ world, we believe it’s a great opportunity to provide more moments where families, inspired by our amazing Team GB athletes, can be active together. .”

British Olympic Association CEO, Andy Anson, said: “This is a really exciting partnership for Team GB. As we slowly come out of lockdown, the ‘Moments of Gold’ campaign encourages families to be active together and we’re really excited to see it take shape and grow in the months leading up to the Tokyo Olympic Games.”