Frrrrrrreezing Frrrrrubes make a comeback

Following last year’s success, Yoplait Kids will be welcoming back its Frubes ‘Try Me Frozen’ campaign this summer.

Launching in June ahead of the school holiday, the activity encourages families to freeze their Frubes and offers children a tasty and healthier alternative to ice cream.

The original Try Me Frozen activation saw sales of Frubes increase by 86%[1] from last year’s activity and the General Mills brand is hoping to repeat its previous success.

Located next to the yogurts in the chiller, shoppers will be able to spot the new product on shelf with the new Freeze ‘Em packaging. They’ll be available in the popular Variety pack (Strawberry, Red Berry and Peach flavours) as well as in the Strawberry, Banana and Choco Caramel flavours formats.”

Rosanne McDonnell, Brand Manager for Yoplait Kids said: “Freezing Frubes re-establishes the product as the perfect on the go snack for families during the warmer months. We had huge success with the campaign last year, which we supported with an impactful TV campaign, as well as heavy shopper investment in Tesco, Asda and Sainsbury’sre planning to continue this throughout this summer.

“We know that kids enjoy Frubes as part of their lunchboxes, but we wanted to create an additional occasion for them as the weather heats up. Freezing Frubes is an exciting way to experience fruity flavours of the yogurt, and is the perfect refreshing treat after a long day in the sun.”

The limited edition packs will be available from 1st May to the end of August.

[1] May 2018 vs June 2018 (Source: Nielsen Answers)