Yoplait has announced two new reformulated recipes with less sugar for its leading kids’ brands, Petits Filous and Frubes.
Since 2015, Yoplait has improved the health credentials of its kids’ portfolio by reducing sugars by 25%.
Antoine Hours, general manager of Yoplait UK, says: “Petits Filous and Frubes are well-established and much-loved brands so it’s critical we take a gradual approach to our sugar reduction, and we have done so without resorting to adding thickeners, sweeteners, processed fibres or flavours, but our mission is also to educate about the nutritional value of fortified kids’ yoghurts and bring lost consumers back into the category.
“Last year we launched a report which highlighted that over one million children in the UK were at risk of poor development and growth because they were lacking key nutrients such as Vitamin D, Calcium and Iodine, all of which are found in fortified kids’ yoghurts. We outlined a 10-year decline in consumption of kids’ yoghurts and alarmingly, our insights showed that parents were switching from kids’ yoghurts into biscuits, cakes and confectionery.”
Yoplait says it will continue with its education and awareness campaign into 2025. It is rolling out a new look for Petits Filous which dials up the health credentials of the brand with a focus on bone health.
Meanwhile, Frubes is running an on-pack promotion offering a ‘once in a lifetime’ family trip to Japan.
