Petits Filous develops No Added Sugar variant for much-loved Mess Free range

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Petits Filous, the no. 1 brand in kids’ yoghurt, has developed a No Added Sugar variant for its much-loved Mess Free range. Due to hit shelves this July, the brand is also launching Mess Free in a single format to boost its on-the-go offering.

Made with naturally sourced ingredients, the new No Added Sugar range comes in two fruity flavours – Raspberry & Apple, available across the grocery channel, and Banana & Apricot, available in Tesco and Ocado. The new SKUs contain just 4.3g and 4.6g of naturally occurring sugar respectively, without compromising on taste. They’re also a source of Calcium and are fortified with Vitamin D.

Research conducted by the brand showed that 58% of parents with kids aged four or under are actively looking for ways to reduce sugar, making a No Added Sugar platform more important than ever.

Petits Filous will be supporting the launch of Mess Free No Added Sugar with a six-figure investment that will include an ATL and shopper campaign.

Not only innovating with No Added Sugar, Petits Filous has revealed it is also introducing the original Mess Free in a single format to target the on-the-go market. Ideal for family days out, Petits Filous Mess Free’s drinkable yogurt comes with a convenient sports cap, meaning kids can enjoy delicious and nutritious yogurt without any spillages.

Joanna Goodman, head of marketing, Yogurt (Northern Europe) at General Mills, said: “We are on a mission to help parents make smarter snack choices for their little ones, and our new No Added Sugar variant does just that. Our Mess Free range is the perfect addition to any lunchbox. We have seen great success with our Mess Free range since launch – the platform is now worth a remarkable £5.2m, with sales growing by +62.5% YOY, and it’s the top Kids Yogurt innovation of the past three years.

“With more families expected to be outdoors and ‘staycationing’ this summer, Petits Filous Mess Free singles offer a fantastic convenient option for any family trip. The single portable bottle lasts up to eight hours out of the fridge so that kids can enjoy the great taste and all the goodness of Petits Filous wherever they go.”

Retailers are encouraged to stock up on Petits Filous’s Mess Free range to meet increased demand this summer and beyond.

Petits Filous Mess Free No Added Sugar (4x100g) RRP: £2.00

Petits Filous Mess Free Single 100g RRP: 65p