Source: The Collective 

The new range contains less than 6g of sugar per 100g pack

The Collective has expanded its fresh yoghurt and fruit Suckies pouches range with a new no-added sugar lineup and updated branding.

The NPD contains less than 6g of sugar per 100g pack and includes vitamin D to boost immunity and strengthen teeth and bones.

The existing range of Suckies pouches were already compliant with HFSS legislation, the supplier said, with all sugars naturally-occurring from milk and fruit concentrates.

However, the new line extension is sweetened only from natural fruit purees, it added, “without having to compromise on taste”.

This was something the brand would look to build on later this year with the launch of a new, standalone no-added sugar range, it said.

Available in three flavours: strawberry & banana, banana & cocoa, and mango & peach, the products are made with all natural ingredients including British whole milk yoghurt and real fruit.

“Great taste will always be our number one priority, and while we’ll never ask consumers to compromise on this, we are always looking for new ways to ensure our products provide meaningful health credentials, particularly within our children’s range”, said The Collective UK marketing director Tor Hunt-Taylor.

The brand said Suckies was growing on average nine times faster than the market average. It believed the branding’s new bright and colourful look with updated ‘Alfie the Dog’ mascot would help to improve brand recognition.

It also predicted that the new style would improve the eating experience for children, without losing the visibility of health credentials for parents.

“Our ‘Suckies’ are perfect for busy, modern families, providing a nutritious tasty treat for children on the go and available in a variety of flavours to suit all tastes,” added Hunt-Taylor. “Our new, bolder packaging appeals to both children and adults, making snack time with Alfie the Dog even more fun and exciting.” 

The relaunch is part of The Collective’s biggest ever marketing campaign and is supported by an integrated ad push with billboard, social media and shopper marketing. It follows last month’s revamp of its vegan yoghurt range with a new name, pack design and recipe.