Yoplait reformulates for less sugar in Petits Filous and Frubes

14 JANUARY 2025: Yoplait, the yoghurt experts, has kicked off the new year with two
new reformulated recipes on its leading kid’s brands, Petits Filous and Frubes, to ensure
its products are even healthier, yet still retain the same delicious taste.
Since 2015, Yoplait has improved the health credentials of its kids’ portfolio by
reducing sugars by 25%. The number one kid’s yoghurt company has been driving the
sugar reduction progress within the yoghurt category and was applauded by Public
Health England by helping the category to reduce overall sugars by 13%*.
“Petits Filous and Frubes are well-established and much-loved brands so it’s critical we
take a gradual approach to our sugar reduction, and we have done so without
resorting to adding thickeners, sweeteners, processed fibres or flavours, but our Mission
is also to educate about the nutritional value of fortified kids’ yoghurts and bring lost
consumers back into the category,” explains Antoine Hours, General Manager of
Yoplait UK.
“Last year we launched a report which highlighted that over one million children in
the UK were at risk of poor development and growth because they were lacking key
nutrients such as Vitamin D, Calcium and Iodine, all of which are found in fortified kids’
yoghurts. We outlined a ten-year decline in consumption of kids yoghurts and
alarmingly, our insights showed that parents were switching from kids’ yoghurts into
biscuits, cakes and confectionary.”
The yoghurts and dairy desserts category contributes a small, 4.5% of the daily free
sugar intake of 4-10 year olds and in contrast, more than 50% of free sugars in this age
group comes from confectionary, cakes/biscuits and sugar-sweetened drinks, all of
which are low in essential nutrients and all categories who have done little to
reformulate.
Yoplait will continue with its education and awareness campaign into 2025 and its
kids’ brands will continue to drive relevance and excitement with consumers. Petits
Filous is this month rolling out a fresh new-look which dials up the health credentials of the brand with a focus on bone health and Frubes is running an on-pack promotion
offering a once in a lifetime family trip to Japan, a first for the kids’ yoghurt category.
“If we are able to re-educate about the positive nutritional benefits, showcase our
brands to consumers and encourage them to switch back, we have identified a
potential £150m sales opportunity for retailers over the next five years**,” adds Hours.

Notes to editors:

Source:
*Sugar reduction: progress report, 2015 to 2019 – GOV.UK (www.gov.uk)

**Kantar Worldpanel Yoplait Yoghurts Growth Opp 14/06/23, Impact of family participation on
yoghurt value – Households with no yoghurt participation in 52 weeks then begin purchasing in kids yoghurt consistently for 52 weeks

Petits Filous is moving from 9.3g of sugar to 8.9g (this includes naturally occurring sugars from lactose and fruit)

Frubes is moving from 10.8g of sugar to 9.9g (this includes naturally occurring sugars from lactose and fruit)

For more information contact Sarah Bentley, Head of External Relations at Yoplait UKEmail: sarah.bentley@yoplait.co.uk