Yoplait UK is launching its largest campaign to date for kids’ yoghurt brand Frubes, including limited-edition packs and a six-figure advertising push.

As part of the campaign, three limited-edition ‘Try me frozen’ packs in Strawberry, Banana and Strawberry and Variety packs are available to communicate the freezing opportunity for the yoghurt.

Additionally, the new advertising creative themed around how frozen Frubes can go into lunchboxes in the morning and be defrosted by lunchtime will run across social media, influencer marketing and sampling opportunities.

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Ewa Moxham, head of marketing at Yoplait UK, said: “We are the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze. We are confident that kids are going to love having one of their favourite snacks in a frozen format, especially as the weather starts to warm up. This is also a great way of minimising food waste and making our product last longer.

“We are putting some serious investment and support behind Frubes this summer and would encourage our retail partners to stock up and give great features to Frubes as we’re confident sales will fly.”

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