Yoplait Dairy Crest is encouraging mums to turn its chilled Frubes product into summer holiday frozen treats with three ice-cream-style fromage frais flavours.
Strawberry Burst, Vanilla Scoop and Banana Blast can be frozen to make dairy ice lollies, or chilled for more traditional fromage frais snacks.
“Our Frubes limited edition will bring more variety to our range,” said senior brand manager Angelica Costantini.
“More mums are buying Frubes in greater quantities every year. However, frequency of purchase does drop off a little when children are on holiday, especially in summer, so these new flavours are designed to create new occasions.”
The limited editions have an rsp of £1.95 per box of 9x40g tubes, and a new TV advert will run throughout May, June and July, along with sampling, PoS and price promotions.
The Frubes range has been redesigned and has a new logo. Frubes pouches and tubes are now both purple; and there are 24 new Frube characters.