St Ivel has teamed up with popular kids' brand Bang on the Door to introduce a new range of Groovy Chick products including four-packs of yogurt and drinking yogurt.
It hopes the tie-up will grow St Ivel's self-proclaimed 35% share of the growing £33m kids' licensing market.
The dairy produce giant's licensed pre-school range currently includes Tweenies and Teletubbies yogurts and Bill & Ben fromage frais. But it hopes the new addition will help it crack a bigger share of tweens' consumers.
Rsps for the new additions, which go into stores from June 17, will be £1.19 for the 4x90g yogurts and £1.29 for the 4x100ml drinks.
The launches will be supported by a promotion on kids satellite TV channel Nickelodeon set to run for seven weeks over the summer holidays.
Web site and instore activity is also planned.
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