The Publication For The Grocery Trade

Frubes strawberry sensation

Yoplait Dairy Crest (YDC), the UK's chilled yogurts and desserts market leader, is introducing a NEW limited edition product to its popular Frubes fromage frais tubes range. Frubes Strawberry Sensation is on-shelf now, replacing the highly successful Frubes Star Wars Episode III limited edition. Pauline Vicente, Frubes Brand Manager explains: "The limited edition strategy has proved highly successful and we are confident that diversifying the range to include Frubes Strawberry Sensation will continue to drive incremental market and category growth. "The Frubes limited editions provide increased consumer choice, adding variety to the range, which we know is important for mums," concludes Ms Vicente. The Children's CYD market is worth over £236m, and YDC has a 50.3% share, an increase of 13.1% year-on-year. Frubes Strawberry Sensation is instore now at an MRRP of £1.95 per box of nine x 40g strawberry flavour tubes. This year, the entire Frubes range will also receive national TV support. The first advertising campaign runs during February and March, and will return to our screens throughout May and June. Yoplait Dairy Crest Tel: 01372 476000