Yoplait has launched an initiative designed to grow the UK’s children’s chilled yogurts and desserts (CYD) market sector by up to 20%.
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The initiative, supported with a GBP£6m investment in marketing, is targeted towards encouraging children to meet their calcium needs through three portions of dairy a day.
Under the strapline, ‘Calcium Every Day, The Easy Way’, Yoplait is launching the initiative through its flagship Petits Filous brand, with an emphasis on the importance of healthy eating and lifestyle for children.
A spokesperson for Yoplait told just-food: “Yoplait wanted to build on its established credentials of encouraging healthy eating to build strong bones and highlight the importance of calcium in children’s diets.”
The company has plans to grow the market by 20% in the next three years, encouraging consumption of a pot every two days, delivering another GBP£40m (US$78m) in market growth.
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By GlobalData“The campaign will communicate healthy living and lifestyle via consumer magazine advertorials, radio PR campaign and an infomercial TV advert,” continued the spokesperson. “The campaign will also draw attention to weight bearing exercises which can help to build strong bones, eg running, skipping and jumping, and address the importance of vitamin D, which helps the body absorb calcium more effectively.”
The campaign will also feature practicing GP and medical journalist Dr Rob Hicks to reinforce the health message. The TV advertising campaign will kick off in March.
