Building fun across new pack makeovers
KIDS’ yoghurt brand Frubes has relaunched with a new look across its packs in a bid to drive up differentiation and bring more fun to the brand.
Parent firm Yoplait says the new look dials up the “naturality” of the product by calling out the use of natural flavours and no added colours. Further to this, the new packs also carry a message about the nutritional benefits of Frubes.
Children will also be able to find a new game on the back of packs to help tap into the gaming craze with younger kids aged between seven and 13 years old.
Each pack includes a QR code that will allow shoppers to unlock characters and skills and there is also a chance to win £1,000 worth of gaming vouchers every month.
The Frubes re-launch is being supported by a £1.5million marketing investment which includes online video advertising, video on demand advertising, digital out-of-home marketing and social and influencer campaigns.
Ewa Moxham, head of marketing for Yoplait, said: “Our new Frubes packs have been updated to bring the fun we know kids are looking for from their favourite brands and also bring the reassurance we know parents and carers are looking for from a nutritional perspective.
“Keeping our brands relevant is critical to ensuring shoppers pick them up and children want them included as part of their lunch and snack times.
“We are putting a huge focus on Frubes in 2025 with the aim of bringing new shoppers into the kids’ yoghurt category and retaining our existing loyal consumers.”
