Yoplait has unveiled a kids’ yoghurt category first with Petits Filous Natural, which is rich in both calcium and vitamin D in a 450g sharing pot, with no added sugar (RRP of £1.95).
As part of its commitment to bring more dairy and fortification into children’s diets, the new Petits Filous Natural + Calcium & Vitamin D has been developed to attract both lapsed and new consumers to the kids’ yoghurt category.
Yoplait pointed to research showing that over one million children are currently in danger of poor development and growth because they lack key nutrients such as vitamin D, calcium and iodine, all of which are found in fortified kids’ yoghurts. In the past decade, calcium intakes in children have fallen significantly and just under a fifth of 4–10-year-olds are clinically deficient in vitamin D, to the extent that bone health diseases such as rickets are resurfacing for the first time since the 1950s.
“61% of 0–9-year-old children are currently eating yoghurts from outside of the kids’ category with the primary one being Plain, Natural and Greek, but despite these products being full of dairy goodness, they’re not fortified, which is critical for the healthy development of children,” said Ewa Moxham, Head of Marketing at Yoplait.
“We are raising the bar on fortification and nutrition with the new launch from Petits Filous as the yoghurt is rich in both calcium and vitamin D, has no added sugar and is natural. It’s the first of its kind to hit the kids’ aisle.”
The new launch will be supported with a six-figure investment and will be incorporated into the latest Petits Filous ‘Mischief Makes Us’ campaign from 25th September and bespoke shopper marketing in major national retailers across the UK.
