Yoplait Dairy Crest is aiming for extra sales of kids' portable fromage frais brand Frubes with a new pack design and advertising. The company has also signed a £1m+ three-year deal to sponsor baseball and softball in the UK. It claimed the sponsorship of Major League Baseball and BaseballSoftballUK would create "unprecedented exposure" of the sports in this country and raise the profile of Frubes. The deal includes the renaming of the Junior Baseball and Softball Leagues to include the Frubes name. New packs, rolling out now, highlight the suitability of the brand for school lunchtimes with a lunchbox logo. A technical refinement to the tube packaging is signalled with an easier to open' graphic on pack, while Frubes characters ­ including a snowboarder and cowboy ­ have been added. Senior product manager Priscilla Corr said: "We are confident our strategy to build lunchbox usage will see the brand add significant additional value to the children's portables category this year." {{P&P }}

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