Collective for Kids kefir

The new range will go on sale in Sainsbury’s and Ocado

The Collective is aiming to bring gut health to kids with the launch of Super Yoghurt, a new range of kefir yoghurt with vitamin D and gut-friendly cultures.

The products joined the brand’s Suckies yoghurt pouches in the Collective for Kids sub-range, and represented the first fermented dairy product in the UK developed especially for children, said Collective co-founder Amelia Harvey.

The range is due to go on sale later this week in Sainsbury’s and Ocado in four-packs of 85g pots (rsp: £2), with other retailers to follow later this year. It combined the health benefits of kefir with vitamin D to “help kids’ immune systems function properly”, she added.

Available in Strawberry and Peach & Mango flavours that had been “created for kids’ taste palates”, the yoghurts also contained no added sugar and millions of gut-friendly live cultures, the brand said.

Big interview: Amelia Harvey on collaboration and The Collective

Super Yoghurt also featured an “engaging” superhero character on pack, in addition to a design-your-own superhero mask inside the pack.

The launch follows the introduction of a kefir drinks range by The Collective last April and a new kefir yoghurt range for adults last October.

It represented The Collective’s “next big leap in kids yoghurts” following the success of Suckies, Harvey suggested, with the brand posting a value sales increase of 29.2% last year against a 5.3% decline in the kids’ yoghurt category [IRI 52 w/e 23 December 2018].

“Being a mother myself, I have seen the benefits firsthand of giving my child kefir and his improvement in immunity and general well-being,” she added.

“I wanted to create a range which combined the gut health benefits of kefir and a wholesome natural yoghurt. I’m proud to say that with The Collective Super Yoghurt, we have perfected this balance which we hope will be a huge winning factor for both parents and kids.”

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