Yazoo Kids is supporting Public Health England’s Change4Life initiative this year in a move that will see the ‘Good Choice’ badge appear on the brand’s bottles of strawberry and banana flavoured milk.
With its no added sugars or sweeteners recipe, Yazoo Kids is hoping the partnership will encourage families to eat and drink more healthily by swapping from higher sugar products to lower sugar options.
Insight from Change4Life shows children in England are eating an extra 2,800 sugar cubes every year – more than double the recommended guidelines.
Kate Allison, marketing manager for Yazoo, said: “Change4Life is such an impactful programme. Four million families have joined since its launch in 2009, and we’re hopeful our support can help it to reach even more. The Yazoo brand is already in 3.4 million households and we have big plans to increase this over the coming years.
“Supporting Change4Life was a no brainer – not only do we share the same target audience of families with 4-11 year olds, we want to achieve the same thing in making it easy for families to make healthier choices. We’ll be using the ‘Good Choice’ badge throughout our Yazoo Kids No Added Sugar marketing material to make it simple for families shopping the category.”
In-store activation to support the tie-up will include shelf ready packaging, banners and wobblers. This will be aligned with Yazoo Kids’ core ATL activity, which will see the brand return to TV and video-on-demand screens from July until September. A nationwide PR campaign will also coincide with the start of the new school term.
Allison added: “Strawberry and banana Yazoo Kids aren’t just tasty, they contain less than 100 calories per bottle and have no more sugar than a glass of semi skimmed milk, while providing a lot of the same goodness, including calcium, protein and Vitamin B2. We know that health is high on the agenda for everyone so they’re great for little ones on the go.”
Yazoo Kids is available to independent retailers and comes in 200ml multipacks with an rrp of £1.60 (4-pack) and £2.40 (6-pack) respectively.