FRUBES PROMOTES FUN AND PLAY IN NEW ABOVE-THE-LINE CAMPAIGN TO INSPIRE KIDS RETURNING TO SCHOOL

Great tasting yogurt snack, Frubes, is inspiring kids and families in their daily routine with a new above-the-line (ATL) campaign promoting Frubes as the go-to portable snack for kids.

The ATL campaign will use a multi-channel approach to drive sales across grocery, convenience and e-commerce channels during the March Return to School period. Key digital activity launched on 21^st February, while TV adverts went live from 1^st March and will run until the 31^st March. The full campaign is expected to reach 4 million UK consumers.

A household favourite, Frubes is currently the number one category driver in ‘brands my kids ask for’¹. The vegetarian-friendly yogurt provides sources _{of Calcium and Vitamin D, with no added colouring or artificial sweeteners.}

Last year, the brand witnessed strong performances, with Sales Value growing by +6.1% and Value Share increasing from +0.5% to +10.3% +9.8%¹. This growth is expected to continue in 2022.

Lindsay Hill, Marketing Director at Yoplait UK, said: “Our new ATL campaign takes a 360-approach that includes activations on popular home-media channels such as TV, YouTube and gaming platforms to connect with younger audiences.

“These channels have become increasingly important for engaging with our target demographic and, when combined with our in-store activations, will ensure Frubes is kept top of mind with shoppers over the coming March power period.”

-ENDS-

For more information contact Catriona at Mercieca

Email: yoplait@mercieca.co.uk

About Yoplait

Yoplait is dedicated to making delicious yogurt everyone in the family can enjoy. Founded in France in 1965, when 100,000 French farmers merged their regional dairy co-ops, the company has flourished and now operates in almost 50 territories with more than 2,500 different products in its global brand portfolio.

Launching in the UK in 1991, Yoplait produces over 67,000 tonnes of yogurt, fresh cheese, and dairy desserts for the UK market every year. Yoplait brands available in the UK include Petits Filous, Frubes, Wildlife and Yop yogurts.

1^ Ipsos Brand Relevancy study, Nov 2021