Yoplait Dairy Crest is spooning out £4.5m of advertising support for its Petit Filous brand this year, partly to back the arrival of new Petit Filous Organic Yogurts. These are the first organic products for the 16 year old brand, as well as the first yogurts. On shelf this month, the yogurts come in packs of 4 x 90g pots in four flavours: strawberry; blackberry and raspberry; banana; peach and apricot. Rsp is £1.39. The activity follows Yoplait's move into adult premium yogurts last month. Press ads will run in mother and baby titles throughout the year, while TV advertising will come in two bursts ­ in the summer and the autumn. Head of marketing Gerry Roads said the company has introduced the new products to offer increased choice for families wanting an organic or a yogurt option under a brand umbrella they trust. "We want to make the organics category more acessible," he added. Dairy is now the second largest sector in an expanding organics market, behind fruit and vegetables. Some organic brands are big enough sellers to be regarded as mainstream. {{P&P }}

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