5th September 2022: The UK’s number one brand in kids’ yoghurt1, Petits Filous, is once again at the forefront of category innovation with a game-changing new launch of nutrient-packed drinkable yoghurts, designed to help children increase their vitamin intake.
New Petits Filous Vitamin Rich launches on 11th September and is set to revolutionise the category as the first yoghurt to blend fruit and vegetables together in a drinkable format.
The range will land in major retailers across the UK in two delicious flavours: Strawberry & Beetroot and Apricot, Peach & Carrot. With no artificial colours or flavourings, each yoghurt is blended with fruit and veggies and has been fortified with Calcium and Vitamin D and Vitamin C*.
The tasty snack taps into the growing demand for portable, on-the-go options, with expertly designed packaging and yoghurt that lasts for eight hours out of the fridge. The brand is so confident the new additions will be a hit that it’s offering a bold ‘Love Me or Your Money Back’ promise** on every pack for the first three months on shelf.
Petits Filous has invested £1.5million into through-the-line media to support the launch, with a strategy designed to build on the success of the brand’s Mischief Makes Us campaign from earlier this year.
An adapted TVC from the hero campaign will air throughout October, with a personalised ending to elevate the new Vitamin Rich product. Further activity includes shopper activations and influencer collaborations, with the brand launching its very first TikTok influencer partnership, demonstrating its creativity, forward-thinking and consumer-focused approach.
Ewa Moxham, Head of Marketing at Yoplait UK, said: “As a leader in kids’ yoghurt, we’re continuously working behind the scenes to champion children’s development from the inside out and innovate around unmet consumer needs. So, when we spotted a gap in the market for yoghurt with added vitamins, fruit, and vegetables, we made it our mission to bring this product to life.
“Petits Filous Vitamin Rich is a truly unique offering – it’s a healthier* alternative that tastes great and comes in a fun drinkable format that’s perfect for little hands. With many parents already struggling to get their children to eat enough vegetables, it provides a great solution for incorporating extra goodness* into kids’ diets.”
For more information contact Catriona at Mercieca
Petits Filous Vitamin Rich (4 X 100g), RRP: £2.25***
Notes to editor
Major retailers: Tesco, Sainsburys, Waitrose, Asda, Morrisons and Ocado
* Calcium and Vitamin D are essential for the normal growth and development of bones in children.
** Running for the first three months after launch – refund will be for the value of the till receipt with Yoplait LTD taking care of all the refund insurance to cover the activity.
*** Pricing remains at Retailer discretion
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 – Scan Track, total coverage including discounters, Kids Yoghurt category, we 29.01.2022