The UK’s number one brand in kids’ yoghurt[1], Petits Filous, is once again at the forefront of category innovation with a game-changing new launch of nutrient-packed drinkable yoghurts, designed to help children increase their vitamin intake.
New Petits Filous Vitamin Rich launches on 11th September and is set to revolutionise the category as the first yoghurt to blend fruit and vegetables together in a drinkable format.
The range will land in major retailers across the UK in two delicious flavours: Strawberry & Beetroot and Apricot, Peach & Carrot. With no artificial colours or flavourings, each yoghurt is blended with fruit and veggies and has been fortified with Calcium and Vitamin D and Vitamin C*.
The tasty snack taps into the growing demand for portable, on-the-go options, with expertly designed packaging and yoghurt that lasts for eight hours out of the fridge. The brand is so confident the new additions will be a hit that it’s offering a bold ‘Love Me or Your Money Back’ promise** on every pack for the first three months on shelf.
Petits Filous has invested £1.5million into through-the-line media to support the launch, with a strategy designed to build on the success of the brand’s Mischief Makes Us campaign from earlier this year.
An adapted TVC from the hero campaign will air throughout October, with a personalised ending to elevate the new Vitamin Rich product. Further activity includes shopper activations and influencer collaborations, with the brand launching its very first TikTok influencer partnership, demonstrating its creativity, forward-thinking and consumer-focused approach.
Ewa Moxham, Head of Marketing at Yoplait UK, said: “As a leader in kids’ yoghurt, we’re continuously working behind the scenes to champion children’s development from the inside out and innovate around unmet consumer needs. So, when we spotted a gap in the market for yoghurt with added vitamins, fruit, and vegetables, we made it our mission to bring this product to life.
“Petits Filous Vitamin Rich is a truly unique offering – it’s a healthier* alternative that tastes great and comes in a fun drinkable format that’s perfect for little hands. With many parents already struggling to get their children to eat enough vegetables, it provides a great solution for incorporating extra goodness* into kids’ diets.”
* Calcium and Vitamin D are essential for the normal growth and development of bones in children.
** Running for the first three months after launch – refund will be for the value of the till receipt with Yoplait LTD taking care of all the refund insurance to cover the activity.
*** Pricing remains at Retailer discretion
[1] Nielsen – Scan Track, total coverage including discounters, Kids Yoghurt category, we 29.01.2022
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