Nush tubes

Dairy-free yoghurt alternative brand Nush has expanded into the children’s category with a range of Frube-style tube ‘yogs’.

The almond milk products come in blueberry and strawberry variants (rsp: £2.99/5x40g), flavoured with British fruit purees. The products have secured listings in Ocado and Whole Foods Market, with the range due to go on sale later this month.

The launch would move the brand into the on-the-go category with its fruit characters appealing to children, while a convenient format catering for time-poor adults, said Nush. The yoghurt alternatives, fortified with probiotic cultures, boast up to 20% pure Sicilian avola almonds, which use less water during cultivation than more widely used Californian varieties, it added.

In line with the rest of the Nush range, the new products are vegan-friendly and free from gluten, soya and refined sugar. It comes as the free from category boomed 40% last year to post a value of £806.1m in the year to July 2017, [Kantar Worldpanel 52 w/e 16 July 2017].

“We are delighted to launch the UK’s first dairy-free yoghurt tubes created from the finest almond milk yoghurt,” said Nush co-founder Paul Eaton. “Demand for innovative dairy-free and on-the-go offerings has never been so high and now consumers can harness the delicious taste of Nush in a spoon-free and convenient format.”

Nush was founded by husband and wife team Paul and Bethany Eaton, who also created coconut yoghurt brand Co Yo.