Néstle is hoping to capture a bigger slice of the lunchbox market with the introduction of a squeezable yoghurt.

Squashums, which has been launched under the popular Munch Bunch brand, is packaged in a strawberry-shaped shell, which allows consumers to squash the yoghurt into their mouths.

Initially available in a strawberry flavour, the newcomer is free from artificial colours, sweeteners and preservatives, and has an rsp of £1.89 for a pack of six.

Squashums, which is listed in Morrisons and due to hit shelves in Tesco in a few weeks, will benefit from a £3m Munch Bunch back-to-school campaign.