Mix up the magic with NEW Petits Filous Magic Squares

The UK’s #1 kids yogurt and fromage frais brand* is launching NEW Petits Filous Magic Squares.

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Available in two delicious flavours, Strawberry & Vanilla and Raspberry & Vanilla, the unique quadrant shape creates a new eating experience and allows kids to ‘mix up the magic’ and explore two flavours at the same time. Not only is it great tasting it also provides calcium and vitamin D for strong bones. Fresh dairy products contain calcium, but not all of them have Vitamin D, which helps absorb the calcium. Petits Filous contains both calcium and Vitamin D which help build strong bones.

The brand worked closely with both mums and kids to ensure that new Petits Filous Magic Squares fulfilled all criteria to appeal to both audiences. With a name chosen by mums and kids and the bold packaging designed to stand out on shelf, 74% of kids said they would prefer this innovative new format than traditional yogurts and over half of mums agreed.**

The launch will be supported by a 360o marketing campaign driven through advertising, digital and PR activity, with a total media investment of £2.6m.

Richard Williams, Yoplait Marketing Director comments: “We’re passionate about providing mums with nutritious choices that their child will enjoy eating. However, we realised that as children got older, they were starting to leave the segment for more fun or tasty products. Petits Filous Magic Squares still has all the bone building nutrition of vitamin D and calcium plus the added fun factor for kids of two flavours in the same pot.”

Petits Filous was launched in the UK in 1986, and is the UK’s #1 Kids and Mums favourite kids yogurt brand.***

* IRI data, 23.9% value share of Kids Segment(52 w/e 8 November 2014)

** Toluna consumer test January 2014

*** Toluna test – February 2014

www.petitsfilous.co.uk/our-story