Children’s dairy brand Lactalis Nestlé has expanded its Munch Bunch Squashums range with the introduction of Huge Tubes, offering bigger tubes for grown-up kids.
With 50% more fromage frais than the existing handheld fromage frais tubes on the market, Huge Tubes are made from all natural ingredients and contain fruit purée, appealing to parents and children alike. They are available in strawberry and raspberry variants with a retail price of £1.99.
Rolling out across the trade from this month, Huge Tubes feature a transparent tube with the benefit of less wastage, as children can see how much fromage frais remains in the tube, and less subsequent mess from leftover product leaking into their lunchbox.
The move to launch Huge Tubes comes following consumer feedback which revealed that many parents found the standard 40g tubes of fromage frais too small, particularly for older children.
Leveraging the versatile on-the-go format, the Huge Tubes packaging features the same well-known cast of fruit characters as the existing Squashums range, aiming to fuel young imaginations.
Marie-Laure Danican, brand manager at Lactalis Nestlé Chilled Dairy, said: “Handheld is an important sector of the market and as such, we want to ensure our varied product range meets the needs of kids of all ages. We have identified a clear gap in the market with Huge Tubes, which will strengthen our current Squashums range, with all natural ingredients and offering taste satisfaction for kids whilst also representing great value for parents.”
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