Yoplait’s Petits Filous is going head to head with the likes of Ella’s Kitchen and The Collective Suckies with the launch of resealable yoghurt pouches.
The new range comes in strawberry, raspberry and apricot flavours, contains added vitamin D, and will roll out to all major supermarkets this month (rsp: 79p/70g).
Marketing director Richard Williams said in a survey of 400 mothers, 70% said they would buy a Petits Filous pouch.
The launch will be supported by a £1.9m push including TV, digital, PR and in-store activity.
“Ensuring we introduce exciting new products which meet the changing needs of consumers is hugely important,” said Williams.