Kids’ yogurt brand Frubes has been relaunched with a new-look pack in a bid to drive differentiation and increase loyalty.
Brand-owner Yoplait stated that the new pack design dials up naturality, calling out the use of natural flavours and no added colours, with a new reassurance message focused on the nutritional benefits of Frubes.
Children will also now be able to find a new game on the back of pack, which taps into the craze for gaming. Targeted at children aged 7-13 years-old, the new packs feature QR codes that unlock characters and skills, with £1,000 worth of gaming vouchers available to win 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,” said 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’ yogurt category and retaining our existing loyal consumers.”
The Frubes relaunch is being supported by £1.5m marketing investment, which includes online video advertising, digital out-of-home advertising, and social and influencer campaigns.
