Yoplait has unveiled a natural unsweetened yoghurt aimed at children, which it claims is the “first of its kind to hit the kids’ aisle”.
Described as “smooth, mild and creamy”, Petits Filous Natural + Calcium & Vitamin D rolled out in Morrisons this week.
The fortified yoghurt is available in a 450g sharing format that provides four to five servings.
According to Yoplait, the calcium intake of children has fallen significantly over the past decade, with just under a fifth of four to 10-year-olds clinically deficient in vitamin D.
Bone health diseases such as rickets were resurfacing for the first time since the 1950s, the dairy company added.
“Sixty-one per cent of nought to nine-year-old children are currently eating yoghurts from outside of the kids’ category with the primary one being plain, natural and Greek, but despite these products being full of dairy goodness, they’re not fortified, which is critical for the healthy development of children,” said Ewa Moxham, Yoplait’s head of marketing.
“We are raising the bar on fortification and nutrition with the new launch from Petits Filous as the yoghurt is rich in both calcium and vitamin D, has no added sugar and is natural.”
The new yoghurt, which also launched in Tesco and Sainsbury’s earlier this month, is being backed by a six-figure investment and will feature as part of the latest Petits Filous ‘Mischief Makes Us’ campaign.
The latest NPD comes after Yoplait reduced the sugar content in its Frubes and Petits Filous Kids’ yoghurt brands in January.
It also relaunched Frubes in the spring with a new-look pack that focused on nutrition and naturality.
You can now secure your tickets to the New Product & Packaging Awards 2025!
Join us on 7 November at Wembley Stadium to celebrate the latest and greatest product and packaging innovations.
See this year’s finalists and book your seat here.
No comments yet