The no. 1 brand in kids’ yoghurt[1], Petits Filous, has unveiled its new Goodness campaign that calls out the brand’s credentials as a healthy snack for children, grounded in goodness. Preceded by recent sugar reduction renovation across its core range, the campaign will drive brand credibility and aims to increase household penetration, already at 51.8%[2].

The £4million+ ATL and shopper activity will target parents with children aged 3-6 years old and highlight the versatility of Petits Filous, to remind parents that its core products and No Added Sugar variants are a healthy solution for any snacking occasion.

Labelled ‘A Smart Snack Choice with Calcium & Vitamin D’, and Change4Life approved, Petits Filous’s core range now has a new educational component to its packaging. Featured on the lid of its yoghurt pots are animal characters from A-Z, designed to combine learning with the element of fun and surprise at the moment of consumption.

The brand’s 360° support plan includes a TVC and influencer activity scheduled to go live over the summer. The advert shows children playing both indoors and outdoors, with Petits Filous featured as a snack that helps their bones develop, along with their sense of imagination.

Ben Thompson-Star, Brand Manager for Petits Filous, said: “Petits Filous is already well-established within the category, worth £42.9m[3], so now we’re working to assuage parental concerns about the health credentials of the snacks they are giving to their kids, particularly within the yoghurt category. With Petits Filous they know they are getting a great tasting snack with calcium and vitamin D that their little ones will love.

“We’ve always believed in laying strong foundations for the development of all children. We can connect with parents through this campaign, but also encourage kids to be kids and play and imagine. That way we’re staying firmly at the heart of families to help them deliver a childhood full of goodness.”

[1] Nielsen Scan Report to 25 April 2020

[2] Penetration of households with children 0-4 | Nielsen Scan Report to 25 April 2020

[3] Nielsen Scan Report to 25 April 2020

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