Yoplait has announced what it calls a ‘kids’ category first’ in the form of Petits Filous Natural, a smooth and creamy yoghurt rich in calcium and vitamin D in a 450g sharing pot, with no added sugar.
It has been developed to bring lapsed and new consumers into the kids’ yoghurt category, Yoplait says. It has also revealed that over a million children are currently in danger of poor development because they lack key nutrients such as vitamin D, calcium and iodine, all of which are found in fortified kids’ yoghurts.
Ewa Moxham, head of marketing at Yoplait, said: “We’re raising the bar on fortification and nutrition with the new launch 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 larger 450g format, which carries a £1.95 RRP, allows for between four to five servings, making it practical for different occasions including breakfast, allowing children and parents to customise their bowl with fruit, nuts or seeds, bringing fun to the natural yoghurt category.
The launch will be supported with a six-figure investment and will be incorporated into the latest Petits Filous Mischief Makes Us campaign from Thursday (25 September) and bespoke shopper marketing in major national retailers.
No comments yet