One-shot probiotic drinks are no longer the preserve of adults with the launch of a version aimed specifically at children by Yoplait Dairy Crest.
Petits Filous Plus is a daily-dose yoghurt drink that contains bacteria to help keep children’s digestive systems in balance. The drink also contains 17% of the recommended daily allowance of calcium, which YDC believes will make it a hit with mums.
Free from preservatives, sweeteners, colours and gluten, the drink contains real fruit juice and is available in a strawberry flavour in a four-pack of 90g pots (rsp: £1.48). It contains no fruit bits, which YDC said was important to make it appeal to children aged between four and nine who prefer smooth
products. It is being backed by a £6m campaign, including TV advertising again starring French child Marine, press advertising, price promotions and a sampling programme.
“This is a huge innovation for the brand. Yoghurt drinks is the fastest-growing sector of chilled yoghurts and desserts and within that sector, children’s yoghurt drinks are growing rapidly,” said Gemma Baggaley, senior product manager for Petits Filous. “We are confident that Petits Filous Plus is the best-tasting children’s yoghurt drink on the market.”
The children’s chilled yoghurts and desserts market is worth £223m, of which Petits Filous has a 20.3% share [IRI 52 w/e June 2005].
The popularity of probiotic drinks has risen dramatically over the past year, with many new entrants into the category. Major players include Danone’s Actimel, Yakult, Flora Pro-activ and Müller Vitality. However, Petits Filous Plus is one of only two drinks to specifically target the children’s category, alongside Nestlé’s Munch Bunch Drinky+.
Brand leader Actimel became a top 10 soft drinks brand in March, according to the Britvic Soft Drinks Report.
Stefan Chomka