The Frubes Re-Launch Brings Interactive Fun to Lunchboxes
Georgia Wray Norsten — March 10, 2025 — Marketing
References: talkingretail
The 'Frubes' re-launch is here, and it’s packed with more than just delicious yoghurt -- now, it’s a full-on experience. Owned by Yoplait, the brand has unveiled a fresh new look designed to stand out in lunchboxes while reinforcing its commitment to natural flavors, no added colors, and key nutritional benefits.
Beyond the bold new packaging, Frubes is tapping into the digital craze with an exciting on-pack gaming experience. Kids aged 7-13 can scan a QR code to unlock characters, skills, and even a chance to win £1,000 worth of gaming vouchers every month. This gamified approach makes snack time more engaging while keeping Frubes top-of-mind for parents looking for fun, nutritious choices.
Supported by a £1.5 million marketing push, including digital ads, influencer campaigns, and social media activations, Frubes is set to capture a new generation of snackers while keeping longtime fans coming back for more.
Image Credit: Yoplait
Beyond the bold new packaging, Frubes is tapping into the digital craze with an exciting on-pack gaming experience. Kids aged 7-13 can scan a QR code to unlock characters, skills, and even a chance to win £1,000 worth of gaming vouchers every month. This gamified approach makes snack time more engaging while keeping Frubes top-of-mind for parents looking for fun, nutritious choices.
Supported by a £1.5 million marketing push, including digital ads, influencer campaigns, and social media activations, Frubes is set to capture a new generation of snackers while keeping longtime fans coming back for more.
Image Credit: Yoplait
Trend Themes
1. Gamified Packaging - Integrating interactive gaming experiences within product packaging offers a multifaceted engagement for children, aligning with digital-first lifestyles.
2. Natural Ingredient Focus - Emphasizing natural flavors and the absence of artificial colors in product lines appeals to health-conscious parents seeking nutritious options.
3. Interactive QR Codes - Utilizing QR codes for unlocking digital experiences creates a seamless bridge between physical products and digital content, heightening user engagement.
Industry Implications
1. Food and Beverage - The industry can leverage gamified elements in packaging to create unique selling propositions that merge entertainment with nutritional value.
2. Digital Marketing - Incorporating interactive digital elements into physical products enhances brand reach through multi-channel marketing campaigns.
3. Child-centric Products - Focusing on innovative experiences like rewards and interactive games caters to young consumers, transforming traditional product interactions.
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