Frubes has relaunched with a new-look pack in a bid to drive differentiation, bring fun and excitement, increase loyalty and make Frubes the yoghurt brand of choice for lunchboxes and snacking.
The new pack calls out the use of natural flavours and no added colours. It will also carry a new reassurance message focused on Frubes’ nutritional benefits.
The focus is on the benefits of dairy and fortification critical for kids’ bone development, alongside a callout on the taste and texture “that children love”.
The Yoplait-owned brand has also added a QR code on the back of packs with a game for children aged seven to 13. The code unlocks characters and skills, and there are £1,000 worth of gaming vouchers up for grabs every month.
“Our new Frubes packs have been updated to bring the fun we know kids are looking for from their favourite brands and also bring the reassurance we know parents and carers are looking for from a nutritional perspective,” said Ewa Moxham, head of marketing for Yoplait. “Keeping our brands relevant is critical to ensuring shoppers pick them up and children want them included as part of their lunch and snack times.”
She added that the brand hopes to bring new shoppers into children’s yoghurt category and retain existing loyal consumers.
The relaunch is supported by £1.5m marketing investment which includes online video advertising, video on demand advertising, digital out-of-home advertising, social and influencer campaigns.
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