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Yoplait kicked off the new year with two new reformulated recipes on its leading brands for kids, Petits Filous and Frubes.

Since 2015, it has improved the health credentials of its portfolio by reducing sugars by 25% and has been driving the sugar reduction progress in the yoghurt category.

Antoine Hours, general manager of Yoplait UK, explained more: “It’s critical we take a gradual approach to our sugar reduction, and we’ve done so without resorting to thickeners, sweeteners, processed fibres or flavours. Our mission is also to educate about the nutritional value of fortified kids’ yoghurts and bring lost consumers back into the category.

The yoghurts and dairy desserts category contributes just 4.5% of the daily free sugar intake of four- to 10-year-olds and in contrast, more than 50% of free sugars in this age group comes from confectionery, cakes and biscuits or sugar-sweetened drinks, all of which are low in essential nutrients and all categories who have done little to reformulate.

Petits Filous is also this month rolling out a new look which dials up the health credentials of the brand with a focus on bone health, while Frubes is running an on-pack promotion offering a once in a lifetime family trip to Japan, a first for the kids’ yoghurt category.