Yoplait launches into High School Musical 3 partnership

From mid-September, the new limited edition pack will replace the hugely popular Doctor Who licence, and is timed to coincide with the UK cinema release of High School Musical 3 on 22 October.

The Frubes Limited Edition range has grown 140 per cent in value year on year, significantly driving sales within the portable fromage frais market. Caroline Segalen, Frubes brand manager, comments on the success: "Our Limited Edition character licensing strategy has become increasingly important to the Frubes brand, attracting new consumers with a remarkably low cannibalisation rate on the standard Frubes packs."

The new High School Musical 3 packs include vibrantly coloured character cut-outs, games and bookmarks. And for the first time, individual Frubes tubes will feature popular characters from the film; with 24 to collect in total.

Segalen continues: "The High School Musical films have been watched by more than 250 million 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."

The Limited Edition High School Musical 3 promotion will be supported by a new 10 second ad which forms part of Yoplait's £1.13m TV advertising budget for the Frubes brand in 2008.

The High School Musical 3 extravaganza will continue at www.frubetopia.co.uk, where there will be games, downloads, a calendar and the chance to win great High School Musical 3 prizes.

Limited edition Frubes High School Musical 3 are available in 9 x 40g tubes, in 'Showtime Strawberry' flavour. Standard Frubes are available in 9 x 40g tubes and come in strawberry, peach and forest fruits flavour.

Yoplait's brands perform very strongly in the children's CYD sector with an impressive 54.1 per cent market share. Frubes accounts for 13.2 per cent market share, currently worth £34m.