Yoplait relauches Frubes to bring fun back into kids’ yoghurt and reassure on nutrition and naturality

Top-selling kids’ yoghurt brand Frubes, owned by Yoplait, has relaunched with a new-look pack in a bid to drive differentiation, bring fun and excitement, increase loyalty and make Frubes the yoghurt brand of choice for lunchboxes and snacking.

The new pack design dials up naturality, calling out the use of natural flavours, no added colours and will also carry a new reassurance message focused on the nutritional benefits of Frubes. This focuses on dairy goodness, fortification critical for kids’ bone development and a call out on the taste and texture that kids love.
Children will 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 which unlocks characters and skills and there is £1,000 worth of gaming vouchers up for grabs 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,” explains 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’ yoghurt category and retaining our existing loyal consumers.”

The Frubes re-launch is being supported by £1.5million marketing investment which includes on-line video advertising, video on demand advertising, digital out of home advertising, social and influencer campaigns.

Note to editors
For more information please contact: Sarah Bentley, Head of External Relations at Yoplait UK sarah.bentley@yoplait.co.uk
Available across Grocery, Convenience and E-commerce channels.

About Yoplait

Since 1965, the brand affectionately known as ‘the little flower’ has been spreading French dairy know-how throughout the world. Our brands are present in more than 50 countries, and we are the world’s second largest player in fresh dairy products. We have been pioneers of the dairy category for almost 60 years and launched in the UK in 1991. Iconic brands including Petits Filous, Frubes, Wildlife and Yop are now a staple in UK homes. We want everyone to have access to the nutritional benefits and delicious taste of our yoghurts. We are leaders in fortification and have been adding Calcium and Vitamin D to our kids’ products for 15 years. Proud to be owned by Sodiaal, the largest cooperative of dairy farmers in France, we make sure that their hard work is rewarded by capturing every precious drop of creamy milk inside each of our delicious yoghurts. Innovation runs through our DNA. We were the first to launch fruit yoghurt, the first to launch a drinking yoghurt and the first to launch yoghurt in a tube.