Yoplait has struck a deal that will see fromage frais brand Frubes become an official sponsor of Disney film High School Musical 3.
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From mid-September, a new limited-edition pack will be launched to coincide with the UK movie premier in October.
The High School Musical sponsorship replaces Frubes’ partnership with Doctor Who, a spokesperson for Yoplait told just-food today (10 September).
“This sponsorship strategy has been really popular for Frubes,” the spokesperson added.
The Frubes limited-edition range has grown by 140% in value year-on-year, the company revealed.
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By GlobalDataAimed at teens, High School Musical is a “good fit” with Frubes’s key target audience.
“The High School Musical films have been watched by more than 250m people in over 100 countries and have really captured the imaginations of the teen-tween market. With the huge popularity of previous High School Musical films, we are expecting this exciting new limited-edition to be incredibly popular with consumers and continue to add incremental growth to the category,” Caroline Segalen, Frubes brand manager, added.
