Yoplait is expanding its Frubes fromage frais brand with a limited-edition Spider-Man 3 variety, which is being launched to coincide with the UK DVD release of the film next month.

It will be promoted with a 10-second TV ad running from 17 September until November on Cartoon Network, Five, Boomerang and Nickelodeon. It will be supported through its www.frubetopia.co.uk website, where users can play Spider-Man games for a chance to win one of 10 Sony DVD players. The site also includes profiles and diaries of the Frubes characters, as well as downloads.

The tie-up with the film includes an on-pack promotion to win a trip to New York - the home of Spider-Man.

The limited-edition Frubes, which replaces the Doctor Who variety, are available in 9x40g tubes in strawberry flavour, with an rsp of £1.95.