Petits Filous has launched a new range of Vitamin Rich drinkable yoghurts designed to help children increase their vitamin intake.
The product will be available from 11 September in Tesco, Sainsburys, Waitrose, Asda, Morrisons and Ocado, in what the brand is calling a category first – blending fruit and vegetables together into a drinkable yoghurt format.
The new lineup includes two flavours: Strawberry & Beetroot and Apricot, Peach & Carrot (rsp: £2.25/4x100g).
The NPD contained no artificial colours or flavourings and had been fortified with calcium and vitamins D and C. It had also been packaged so it can last for eight hours out of the fridge.
The brand is offering a ‘Love Me or Your Money Back’ promise on every pack for the first three months on shelf.
“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,” said Ewa Moxham, head of marketing at Yoplait UK.
“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.”
To support with the launch, Petits Filous has invested £1.5m into a media campaign 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. The campaign will also include shopper activations and influencer collaborations, with the brand launching its first TikTok influencer partnership.
“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,” said Moxham. “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.”
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