Yeo Valley is on a mission to get kids taking the tube to school by launching the yoghurt market's first organic, hand-held, stick product.

The producer will challenge rival Petit Filous' popular fromage frais brand Frubes with its Yeo's brand - yoghurt in tubes for school-age youngsters. The thick and creamy mild strawberry yoghurt without bits is made from real fruit purée, is free from all colours, preservatives, artificial flavourings and sweeteners as well as being gluten-free. Yeo's is also probiotic - although this isn't flagged up on pack - and it comes in boxes of nine tubes with an rsp of £1.99.

The product is an attempt to respond to the FSA claims that lunchboxes are filled with too much fat, salt and sugar. Yeo Valley marketing director Ben Cull said parents weren't happy with some alternatives to unhealthy snacks and were looking for food without stabilisers, colourants, acidity regulators and other additives listed in some yoghurt snacks. "They like the convenience of sticks, but the one thing missing has been an organic version."

The company had been overwhelmed by parents calling for a healthy, organic tube product, he added. Yeo Valley had set out to produce the healthiest, tastiest snack on the market. "We believe Yeo's will not only add to our share, it will also help the tube market grow further."

Yeo Valley already produces Fruit Tumble and Strawberry Jumble yoghurts for children, and both have become organic brand leaders in the £47m children's yoghurt pots market [ACNielsen, 52 w/e 1 December 06]. Like these two products, Yeo's tubes have a higher fruit content than its rivals, it claims. The product is also easy to open by hand.

Yeo's will be stocked in Tesco, Waitrose, Sainsbury's and Asda, while ads in women's magazines and Sunday newspaper supplements will promote the new range from the end of March.