Frubes drives fun with gift-in-pack promotion


Yogurt snack Frubes is driving fun and excitement in the Kids Yogurt category with a new gift-in-pack promotion, hitting shelves as children return to school after the Christmas break.

Launched 1 January, each multipack SKU includes a free Frubes sticker to inspire kids and families with healthier snack alternatives to fit in to their daily routine. With 12 different stickers to collect, the promotion encourages kids to have laugh-out-loud fun while enjoying the goodness of a dairy snack.

The vegetarian-friendly yogurt provides a source of Calcium and Vitamin D, with no added colouring or artificial sweeteners. Its portable format is perfect for play and can be kept fresh for up to eight hours out of the fridge, making it great for lunchboxes, on-the-go or a top up after school.

To support the promotion and drive sales in the Return-to-School period, Frubes has launched a full 360 ATL campaign that includes TV, video-on-demand, YouTube, online videos on gaming platforms, in-store marketing and influencer activity. It is expected to reach 2.9m people.

Frubes is currently the number one category driver in “brands my kids ask for”. In September 2020, the brand launched its biggest ever Back-to-School campaign achieving the strongest monthly Market Share in 1.5 years (14.8 MS +3.2 pts vs. LY), with value reaching £2.6M in September that year (+26.6 per cent vs. LY)[1].

Since then, the brand has witnessed unparalleled performances in growth from penetration gains (new households buying) as well as frequency. Over the last 52 weeks, Frubes has been growing at a rate of +5.2 per cent in sales value.

“Frubes is a healthier snack alternative that is popular with kids and easily incorporated into daily routines,” said Lindsay Hill, Marketing Director at Yoplait UK. “The addition of a new gift-in-pack promotion adds another layer of fun and play to Frubes that connects with children and inspires parents.

“Our new ATL campaign will support Frubes during the Return-to-School period, with fresh activity across a range of popular home media channels, including TV, YouTube, and gaming. With parents finding new ways to fill their children’s time, these channels have experienced spikes in consumption and are great consumer touchpoints for reaching key audiences.”

Frubes Family Pack (9x37g) – RRP: £3.00