Petits Filous dairy free

Source: Yoplait

The Yoplait brand said the move had been prompted by an increase in parents seeking dairy-free options for their kids

Petits Filous has moved into plant-based for the first time with the launch of a dairy-free yoghurt SKU.

The first dairy-free product in Yoplait’s stable, the NPD is almond-based and comes with a raspberry flavouring.

It went on sale in Tesco stores on Monday (5 July) and is slated for listings in Morrisons and Sainsbury’s in September (rsp: £2.35/4x95g).

Petits Filous’ move had been prompted by a perceived increase in parents seeking out plant-based options for their children.

The brand cited 2019 research from The Vegan Society, which found 10% of kids aged between eight and 16 years old were now identifying as vegetarian or vegan.

“In recent years we’ve seen an increase in families seeking dairy-free alternatives, either due to intolerances or simply as a lifestyle choice,” explained Joanna Goodman, head of marketing for yoghurt in northern Europe for General Mills, which is in the process of selling Yoplait to French dairy co-op Sodiaal.

“With limited healthy snacking options available in this space, we wanted to ensure children who don’t eat dairy can still enjoy the benefits of our yoghurts. [Petits Filous] Dairy Free is packed with calcium and vitamin D and offers the same great taste you would expect from Petits Filous.”

Accompanying the launch will be social media, influencer and shopper activities which have been supported by a six-figure investment, the brand said.

The move follows the extension of Petits Filous’ Mess Free range last week, with a new line of no added sugar products and the launch of a single-bottle format.

It also comes amid a spate of dairy-free launches by established dairy brands and suppliers in recent months.

In May, dairy ingredients giant Meadow Foods moved into the branded plant-based sphere for the first time with the launch of Plant & Co. Meanwhile, in the past fortnight, Nestlé launched its first dairy alternative drink and Bel UK unveiled a new vegan cheese brand.

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