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Yoplait is tapping into the global popularity of Netflix’s KPop Demon Hunters with a new limited-edition range spanning kids’ yogurts, desserts and drinking yogurt, as brands look to capitalise on the back-to-school shopping period.
The collaboration will see characters from the hit animated film appear across three Yoplait products, with Frubes leading the launch from 15 August across all flavours in major grocers, Ocado and Iceland.
The range will be supported by two new products: a KPop Demon Hunters chocolate dessert and a strawberry drinking yoghurt.
The chocolate desserts will enter the £3.8m desserts category from 9 September, with a four-pack of 100g pots carrying an RRP of £2. Made with almost 80% whole milk and Fair Trade-certified cocoa, the products are HFSS compliant and will initially launch in Tesco, Iceland and Morrisons.
Meanwhile, the 180g strawberry drinking yogurt bottles will feature four different designs showcasing characters from the film. Launching on 14 September in Tesco and Iceland, the four-pack will retail at £2.50.
The new products will also carry Yoplait’s existing calcium and vitamin D fortification, with the company positioning the range as a way to combine family-friendly entertainment with the nutritional benefits of dairy.
Antoine Hours, general nanager at Yoplait UK, said: “Back-to-school is the biggest moment in the year for kids’ yogurts and being able to bring the phenomenon that is KPop Demon Hunters to lunchboxes, snack & dinner time is going to get playgrounds buzzing."
The launch reflects the continued growth of portable consumption occasions within yogurt. Yoplait says the kids’ portable segment is growing by 9.5% year-on-year, creating an opportunity for brands to target lunchboxes and on-the-go snacking as families return to school routines.
