UK/FRANCE: Kids brand Frubes in Doctor Who push

By: just-food.com | 16 April 2007

Yoplait Dairy Crest (YDC) has again refreshed one of its brands aimed at children with an extension to its Petits Filous Frubes range.

The UK-based company has launched a limited-edition pack featuring UK television character Doctor Who. The line extension replaces the Frubes Strawberry Sensation product.

Frubes product manager Pauline Vicente said the tie-up with Doctor Who would appeal to children. She said: "Doctor Who is a popular brand, with well-known characters that Frubes's key consumers associate with."

YDC, a venture between France's Yoplait and the UK's Dairy Crest, said a TV ad campaign would support the launch. The company is spending some GBP1.1m (US$2m) behind marketing its Frubes range this year.

YDC is eyeing a 20% leap in sales volumes due to the TV exposure for Frubes, Vicente added.

Sectors: Dairy, NPD & innovation

Companies: Dairy Crest