The Collective has continued its NPD drive with a first move into potted kids’ yoghurts – rivalling the likes of Yeo Valley’s Little Yeos and Yoplait’s Petits Filous.
The yoghurt brand will launch Super Spoonies – containing no added sugar – exclusively into Tesco in the new year, followed by other retailers in April.
The range will be available in two variants: immunity supportin’ and tummy goodness. The former consists of 3x strawberry & 3x berry flavours with vitamins C, D and calcium, while the latter has 3x banana and 3x mango flavours, with vitamin D, fibre and calcium (rsp: £2.15/6x42g).
The average sugar content of the range, derived only from natural sugars, is 5.8g per 100g.
Super Spoonies was developed to target the increasing number of consumers who want to decrease the amount of added sugar in their diet.
Some 73% of shoppers want to see lower levels in yoghurt, the brand said, pointing to research by Circana in September.
The Collective already has 11% share in the kids’ yoghurt category, thanks to its Suckies yoghurt pouches.
The NPD would further cement its position as a key player in the segment, the brand said. Pots account for a 50% share of kids’ yoghurts, added The Collective, pointing to sizeable opportunities for growth.
Read more: The Collective unveils raft of NPD in healthy snacking push
If Super Spoonies achieved a similar share of the market as Suckies, it would result in the removal of 219 tonnes of sugar from the category on an annualised basis, the brand claimed (assuming a volume-weighted category average sugar/pack of 28.5g being replaced by the brand at 16.07g/pack).
“We have always been on a mission to bring the best tasting and healthiest kid’s yoghurts to the market,” said The Collective CEO Sarah Smart.
“The predominant focus is on sugar, but with our holistic and balanced stance on health, this also means overall nutrition including fortification, portion sizes, and having a clear stance on HFSS and processing and nutrition. We want to be loved by kids and trusted by parents,” she added.
“We are incredibly proud of what we have achieved with our no added sugar Suckies and they remain the best performing NAS kids’ yoghurts,” said the brand’s product director Holly Pink.
“More recently, we launched mixers for older children as a healthier alternative, with 30% less sugar than the average split pot and fortified with Vitamin D for immunity,” she added.
“The aim of Super Spoonies’ is to get no added sugar working harder as a segment and cater for a wider range of children. We have a strategic goal of bold sugar reduction in the kid’s category and will continue to collaborate with retailers to make yoghurt the health food of choice for kids.”
The launch, due in Q1 of 2025, will be supported by a through-the-line marketing plan over the duration of the year, including digital, influencer, and shopper marketing.
No comments yet