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April 16, 2007

UK/FRANCE: Kids brand Frubes in Doctor Who push

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

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.

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