# Convenient Frozen Yogurt Tubes The Frubes Freeze ‘Em Packs Encourage a New Way to Enjoy the Treat By Michael Hemsworth | Published 2024-05-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/frubes-freeze-em-pack References: [grocerytrader](https://grocerytrader.co.uk/frubes-set-to-dominate-summer-snacking-with-bigger-than-ever-freeze-em-campaign/) & [frubes](https://www.frubes.co.uk)  The [Frubes Freeze](https://www.trendhunter.com/trends/frubes-relaunch) ‘Em packs are part of the brand's encouragement for consumers to try the product in an alternative format this spring and summer. The branding features an array of icy details across the packaging that inspire consumers to toss the yogurt tubes into the freezer to transform them into a frozen treat. This will work well as a healthy snack to enjoy in place of [conventional ice pops](https://www.trendhunter.com/trends/bluey-ice-pops) or even as a way to keep them cold before being placed into a lunch bag. Head of Marketing at [Yoplait UK](https://www.trendhunter.com/trends/yoplait-yop) Ewa Moxham spoke on the Frubes Freeze ‘Em packs saying, "Frubes is the only yoghurt brand in a tube and the only one to offer the versatility of being able to freeze. Our campaign kicks off this month and runs until August so we’d encourage our retail partners to stock up and stay stocked up as Frubes is going to be a great demand!" ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 36% | Activity: 42% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Frozen Yogurt Innovations:** The transformation of yogurt tubes into frozen treats represents a shift towards healthy, convenient dessert alternatives. - **Flexible Snack Options:** Consumers are increasingly drawn to snack offerings that provide different consumption methods, such as the ability to freeze. - **Seasonal Product Adaptations:** Brands are leveraging seasonal changes to introduce products like the Frubes Freeze ‘Em packs that cater to summer and spring climates. ### Where This Applies - **Frozen Desserts:** The frozen dessert industry is innovating with healthier, multifunctional options like frozen yogurt tubes. - **Healthy Snacks:** Healthy snack manufacturers are exploring new formats and packaging solutions to increase product versatility. - **Retail Grocery:** Retail grocers are adapting to seasonal demands by stocking variety that includes versatile products like freezable yogurt tubes. ## Related on Trend Hunter - [Kid-Focused Packaging Updates](https://www.trendhunter.com/trends/frubes-relaunch.md) - [Gamified Yogurt Tube Campaigns](https://www.trendhunter.com/trends/frubes-freeze-em-campaign.md) - [Frozen Yogurt Fruit Treats](https://www.trendhunter.com/trends/greek-yogurt-fruit-bites.md) - [Long-Lasting Cooling Ice Pops](https://www.trendhunter.com/trends/twister-frrreeze.md) - [Reduced Sugar Yogurt Products](https://www.trendhunter.com/trends/yoplait-petits-filous-and-frubes.md) - [Lollipop-Themed Frozen Treats](https://www.trendhunter.com/trends/freeze-pop.md) - [Indulgent Frozen Yogurt Treats](https://www.trendhunter.com/trends/igo-frozen-yogurt.md) - [Chocolate-Covered Frozen Fruit Treats](https://www.trendhunter.com/trends/trfr-frozen-fruit-snacks.md) - [Lollipop-Inspired Frozen Treats](https://www.trendhunter.com/trends/freeze-squeeze-slush.md)