Yoplait’s children’s yogurt brand, Frubes, has relaunched with a new-look pack in a bid to make Frubes the yogurt of choice for lunchboxes and snacking.
The new pack design calls out the brand’s use of natural flavours and no added colours and also carries a new reassurance message highlighting 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 can find a new game on the back of packs targeted at seven to 13 -year-olds. Packs feature QR codes which unlock characters and skills, with £1,000-worth of gaming vouchers up for grabs every month.
The relaunch is supported by £1.5m marketing investment which includes on-line video, video on demand and digital out-of-home advertising, alongside social and influencer campaigns.
