Strings & Things supports back to school season with expanded Yollies range

By Éilis Cronin in Grocery 6th July 2021

Strings & Things is set to expand its Yollies portfolio with the addition of Frollies, in a move designed to “help retailers make the most of the opportunity within the kids snacking category”.

Frollies Strawberry & Banana Smoothie on a stick will roll-out from August in 4x25g packs, retailing at £1.75.

The launch will be supported by a £1m marketing campaign, including a TV advert airing in September, video-on-demand, digital and in-store activity.

The brand said Frollies are firm enough to hold their shape, making them “convenient and mess-free” and “perfect for both kids’ lunchboxes and on-the-go”.

Each Frollies pod contains challenges or quiz questions to” bring some fun back into lunchboxes this summer”.

The brand said the children’s handheld yoghurt category is now worth £97m, growing by 11% compared to last year, and is part of an overall children’s yoghurt category that is now worth £412m.

Ahead of the key back-to-school moment, and with children’s snacking occasions seeing a steady and consistent rise, Frollies are the “perfect summer snack for kids of all ages”.

The new Frollies offer retailers the opportunity to “age-up and diversify their current children’s snacking fixture”, targeting a slightly older demographic.

Despite schools being closed for most of last year, Strings & Things said its retail sales value was up 2.5% versus last year, an increase of £1.3m.