Yoplait is expanding its fromage frais brand, Frubes, with the launch of a limited edition pack surrounding The Simpsons Movie DVD launch.
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From December, the pack will replace the Frubes & Spider Man 3 LE pack and is timed to tie in with the UK DVD release of The Simpsons Movie.
The packaging includes games and door hangers, plus 24 Simpsons movie character cut-outs.
Angelica Costantini, group brand manager – Teens, Yoplait, said: “The limited edition Frubes strategy has been incredibly successful for the brand. The Frubes limited editions now account for 20% of annual Frubes sales, with a value of £11.9m year-on-year. One example that demonstrates this is the recent Doctor Who Limited Edition, which saw average weekly sales double versus previous limited editions. With the huge popularity of The Simpsons Movie, we are expecting this exciting new limited edition to be equally popular with consumers and continue to add incremental growth to the category.”
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