Special edition: Food for kids
Achieving buy-in
For any brand, it's bout generating broad appeal, says the market research company.
Butterworth and Strauss point to Yoplait’s Frubes as an example of a food brand that has successfully captured the kids’ yoghurt market.
“They have delivered a product in a range of innovative packaging formats, creating excellent shelf standout, combined with exceptional brand partnerships, most recently alongside Minions. Tie-ins such as Minions only help to add to the brands sense of fun, which kids will relate to. In addition it offers a digital link which again further appeals to younger audiences.”
The added health benefits promoted by the brand – vitamin D and calcium content – also appeals to parents. “All [this] helps to drive sales, repeat purchase and ultimately grow market share,” they said.