Frubes is catapulting kids’ yoghurt into the future with the category’s first ever augmented reality mini game on pack, designed to bring joy to lunch and snack time.

Available now, the vibrant packaging welcomes six cheeky new characters to the Frubes family and features a QR code that allows children to explore the brand’s bespoke augmented reality world. While playing, they will be able to interact with friends, share high scores, and even take selfies with unique and quirky Frubes filters.

As the originator of the first ever yoghurt in a tube, Frubes continues to drive growth in the category through innovation and is seeing strong performance as a result, reaching a brand value of £25.4 million[1].

The launch of the mini game was supported with a 360-activation plan, including TV, VOD, gaming platforms, and in-store and online shopper promotions to recruit new players and keep Frubes top-of-mind with shoppers.

Ewa Moxham, Head of Marketing for Yoplait, said: “Yoplait exists to add Joyful Goodness* into daily lives and our latest activity with Frubes is designed to deliver just that.

“We know children are exposed to digital influences from a young age and love being involved in shared experiences. Our new game brings this together to create the ultimate activity to keeps kids entertained. And with our striking new packaging and characters, Frubes will catch the eyes of families across the nation, helping to drive sales across all retail channels – and raise a smile at the same time!”

The newly packaged Frubes will be available to purchase across grocery, convenience, and e-commerce channels in the UK.

*Calcium and Vitamin D are needed for normal growth and development of bones in children. A varied and balanced diet is important as part of a healthy lifestyle.

RRP: £2 Per Pack

[1] Nielsen Total Coverage including Discounters, 28.08.2022

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