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Frubes, the great tasting yogurt snack, is targeting larger households and helping to meet shoppers’ needs for better value positioning with the introduction of a Family Pack. The multipack SKU will be available in Sainsbury’s from September, just in time for the back-to-school period.

Plenty to go around for all the family, the new pack contains 15 tubes in the brand’s most popular strawberry, peach and redberry flavours. A source of Calcium and Vitamin D and with no added colouring or artificial sweetener, Frubes is the perfect healthy snack for lunchboxes, on-the-go or a top up after school.

Yogurts remain a staple in kids’ lunchboxes, with the market growing by 0.6%[1] in value, even in the face of school closures and restrictions over the past year. Frubes had a successful 12 months despite these challenges, reaching a brand value of £22.4m[2], and growing by 8.9%[3].

With 11.4% value of the Kids’ Yogurt category, the brand is now predicting another strong back-to-school season and further category growth as the on-the-go market recovers.

From September, Frubes will support the back-to-school occasion via a six-figure ATL campaign, including TV, VOD, Social (YouTube) and Display.

Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said: “At Frubes, it’s important to us that we continue to meet ever-evolving shopper needs. We know that families are looking for value more than ever before and our convenient larger pack offers just that. We’re sure it will be a staple of the weekly shop this back-to-school season and beyond!”

Frubes Family Pack (15x37g) – RRP: £3.00

[1] Nielsen 52 w/e 29 May 2021

[2] GB Total Coverage – L52W – 29th May 2021

[3] GB Total Coverage – Latest 521 Weeks / WE 03 July 2021

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