Yoplait relaunches Frubes Pouches to boost sales

The move comes after research revealed that CYD consumption declines from the age of 10, as consumers 'grow out of' children's brands, but feel little affinity with adult brands.

To coincide with the back to school period, Frubes Pouches will be available in a sturdy new packaging format with an edgy new design.

Key features include an updated logo with 'teen attitude', a graffiti-inspired motif on each individual pouch, and images of fruit on front of pack to help communicate the 'ideal lunchbox snack' message to mums.

Caroline Segalen, Frubes brand manager, said, "Frubes is already the leading brand in Children's CYD for the lunchbox, but our research identified a gap in the market as older kids start to get bored and switch to other snacking categories. There is enormous potential to grow sales in this market, as 45 per cent of 11 to 16 year olds are not currently eating CYD products in a standard two week period."

The Frubes Pouches packaging will also change from soft Flowrap to a strong 6x80g card box, which will utilise space on shelves more effectively, offer more protection and improve quality perception.

It also aligns the products more closely to the popular Frubes Tubes products, which already come in a card box format, creating more impact on shelf.

"The new, modern pack was well received by kids and teens during consumer testing, and we're confident that the products will be a big hit with mums too," concludes Segalen.

Frubes Pouches are available 6x80g in Strawberry and Raspberry, with a MRRP£2.15 per pack. Frubes Tubes are available in Peach, Strawberry and Fruits of the Forest, and come in 9x40g packs with a MRRP£2.15.

The Frubes brand is currently experiencing strong growth; up 34 per cent in value year-on-year, growing four percentage points year on year.