FRUBES TO DRIVE FUN AND EXCITEMENT THIS NEW YEAR WITH GIFT-IN-PACK PROMOTION

Great tasting yogurt snack, Frubes, is driving fun and excitement in the Kids Yogurt category with a new gift-in-pack promotion, hitting shelves as children return to school after the Christmas break.

Launched on 1^st January, each multipack SKU includes a free Frubes sticker to inspire kids and families with healthier snack alternatives to fit in to their daily routine. With 12 different stickers to collect, the promotion encourages kids to have laugh-out-loud fun while enjoying the goodness of a dairy snack.

The vegetarian-friendly yogurt provides a _{source of Calcium and Vitamin D, with no added colouring or artificial sweeteners. Its portable format is perfect for play and can be kept fresh for up to eight hours out of the fridge, making it great} for lunchboxes, on-the-go or a top up after school.

To support the promotion and drive sales in the Return to School period, Frubes has launched a full 360 ATL campaign that includes TV, video-on-demand, YouTube, online videos on gaming platforms, in-store marketing and influencer activity. It is expected to reach 2.9m people.

Loved by children, Frubes is currently the number one category driver in ‘brands my kids ask for’. In September 2020, the brand launched its biggest ever Back to School campaign achieving the strongest monthly Market Share in 1.5 years (14.8 MS +3.2 pts vs. LY), with value reaching £2.6M in September that year (+26.6% vs. LY)¹.

Since then, the brand has witnessed unparalleled performances in growth from penetration gains (new households buying) as well as frequency. Over the last 52 weeks, Frubes has been growing at a rate of +5.2% in sales value¹.

Lindsay Hill, Marketing Director at Yoplait UK, said: “Frubes is a healthier snack alternative that is popular with kids and easily incorporated into daily routines. The addition of a new gift-in-pack promotion adds another layer of fun and play to Frubes that connects with children and inspires parents.

“Our new ATL campaign will support Frubes during the Return to School period, with fresh activity across a range of popular home media channels, including TV, YouTube, and gaming. With parents finding new ways to fill their children’s time, these channels have experienced spikes in consumption and are great consumer touchpoints for reaching key audiences.”

Notes to editors

Available across Grocery, Convenience and E-commerce channels.

Frubes Family Pack (9x37g) – RRP: £3.00

ENDS-

For more information contact Catriona at Mercieca

Email: generalmills@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^ Nielsen, Nov 2021