Yoplait has announced the launch of Petits Filous Greek Style pouches.
The pouches (rsp: £3/four-pack) come in vanilla and strawberry flavours and are fortified with calcium and vitamin D.
They contain 5.4g of sugar per pouch, which the brand said met “the growing demand for nutritious, delicious on-the-go snacks”.
The range can be kept out of the fridge for up to eight hours to be suited for lunchboxes.
“Our Petits Filous Greek Style pouches deliver on everything that parents are asking for: health, taste, excitement and convenience,” said Ewa Moxham, UK marketing director at Yoplait. “Bringing the lowest-in-sugar fruit yoghurt pouch to parents is a real achievement for Yoplait and we’re confident it will tick the box for our loyal consumers but also appeal to new and lapsed consumers of kids’ yoghurt.”
The multipacks will roll out into Morrisons, Sainsbury’s, Iceland and Tesco over the next six weeks, and the launch will be supported by a six-figure marketing plan with its Mischief Made Squeezy creative running across digital, social, outdoor advertising, in-store and video on demand.
The pouch packaging is also one of the few on the market to be made out of mono PP plastic (monolayer polypropylene), which from 2027 will be recycled kerbside as part of household recycling streams, the brand said.
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