Top-selling kids’ yoghurt brand, Frubes, is launching its largest campaign EVER encouraging consumers to try freezing their Frubes. Supported with three limited-edition packs, six-figure investment, summer sampling, media and social support, Frubes will be dominating summer snacking occasions.

Three Frubes limited edition Try Me Frozen packs are currently hitting shelves and clearly communicate the freezing opportunity. Frubes can be safely frozen on the day of purchase and offer a fun, mess free, Calcium and Vitamin D enriched alternative to a traditional dairy ice lolly.

A massive six figure sum is supporting a new advertising creative themed around freezing Frubes and how they can be put into lunchboxes in the morning and defrosted by lunchtime – ensuring kids’ lunches are kept cool and they have a tasty, nutritious snack in time for lunch.

The new ad campaign will run across media and social and Frubes will be working with key influencers to raise the profile of the brand as the weather warms up and encouraging this alternative eating occasion.

Sampling will also be taking place giving parents and their kids the chance to try frozen Frubes and if the kids get bored during the summer break, they can also play the new freeze themed on-pack augmented reality game – a first ever for the brand.

Ewa Moxham, Head of Marketing at Yoplait UK says: “We are the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze. We are confident that kids are going to love having one of their favourite snacks in a frozen format, especially as the weather starts to warm up. This is also a great way of minimising food waste and making our product last longer.

“We are putting some serious investment and support behind Frubes this summer and would encourage our retail partners to stock up and give great features to Frubes as we’re confident sales will fly.”


Note to editors

For more information please contact: Sarah Bentley, Head of External Relations at Yoplait UK

Available across Grocery, Convenience and E-commerce channels.

*Yoplait UK A&CP Budget

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.