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Yoplait has made an entry into the kids’ yogurt market with the launch of Petits Filous Natural, the first-ever natural unsweetened yogurt specifically designed for children.

This product, available in a 450g sharing pot, is fortified with calcium and vitamin D and contains no added sugar, honouring the brand's commitment to enhancing children's nutrition across the UK.

The introduction of Petits Filous Natural comes in response to statistics indicating that over 1 million children in the UK are at risk of poor growth and development due to deficiencies in essential nutrients such as calcium and vitamin D.

Recent data highlights a troubling decline in calcium intake among children, with nearly 20% of 4- to 10-year-olds clinically deficient in vitamin D, leading to a resurgence of bone health issues like rickets for the first time since the 1950s.

Ewa Moxham, head of marketing at Yoplait, said: “With 61% of children aged 0-9 consuming yogurts outside the kids’ category, primarily plain and Greek yogurts, we recognise a gap in fortified options critical for healthy development”.

The new Petits Filous offering aims to bridge this gap by providing a nutritious alternative that meets both taste and health needs.

The 450g format is designed for practicality, allowing for multiple servings, making it suitable for various occasions, including breakfast.

Parents can customise their servings with fruits, nuts and seeds, promoting a fun and engaging way to incorporate healthy eating habits into children's diets.

The product is priced at an RRP of £1.95 and is expected to resonate with both existing and new consumers in the kids’ yogurt category, reinforcing Yoplait’s long-standing commitment to fortification and nutritional excellence.

The brand has been a leader in this space for over 15 years, with its established products like Petits Filous and Frubes already recognised for their calcium and vitamin D content.