The Collective has undertaken its biggest wave of activity since its acquisition by Yeo Valley in 2025 with new products, reformulations and a brand-first TV campaign.
As part of the raft of announcements, the brand has launched a range of dessert yoghurts for children, dubbed Pudstars (rsp: £2.15/4x85g), created to “make every spoonful feel like a treat, without compromising on goodness”.
They will be available in two packs in four “classic pudding flavours”: Strawberries & Cream and Banana & Custard, or Apple Crumble and Vanilla Custard.
A source of protein and calcium, the dessert yoghurts have been made with live, whole yoghurt and real fruit. They contain no artificial ingredients.
The inner sleeve of each pot also contains puzzles, jokes, colouring and other activities.
The Collective is also bringing more functional health benefits to its Suckies range with the launch of Suckies+ pouches (rsp: £1.10/90g).
The range, made of live yoghurt, will include Berries & Cherries Immunity Supporting, which is high in vitamin C, and Blueberry & Oats Tummy Goodness, which is high in fibre.
“We know yoghurt has long been a trusted and much-loved dessert or snack for kids, so our new Pudstars and Suckies+ ranges now offer parents and kids even more choice,” said The Collective UK marketing director Amy Bellchambers.
“Not only do they taste epic, but they’re exciting to eat and give nutritional reassurance too.”
The Pudstars will be available at Tesco from 5 October, with the Sukies+ pouches landing in Sainsbury’s from 16 September and Tesco from 5 October.
Alongside the product portfolio expansion, The Collective has reformulated its Gourmet yoghurt range as it looks “to stay ahead of an increasingly competitive market”.
The reformulation has increased the ratio of real fruit compote and made the yoghurt base thicker and creamier – for instance, the raspberry SKU now contains 45% raspberries.
Additionally, the packaging has been updated to dial up its premium quality cues, such as adding gold ink to packaging. The brand has also added a “Greek style” callout and a roundel to signal it is “now thicker and creamier”.
The reformulated Gourmet yoghurts will land in all supermarkets from 14 September.
‘Our first-ever TV campaign’
The brand has also announced it will run its first-ever TV campaign in a bid to increase its national brand awareness beyond 22%.
Running 1 September to 30 September, the brand’s largest campaign investment to date will appear nationally across TV, VOD, YouTube and paid Meta.
The campaign creative focuses on ‘The Dairy Shaker Uppers’, showcasing why The Collective is different. It will introduce the viewer to a ”fictional family of quirky, loveable and humorous yoghurt fans all showcasing their serious love of The Collective and yoghurt in a way that’s never been depicted before”, the brand said.
The media plan involves a partnership with Channel 4, which is set to reach over 46% of adults and is designed to help The Collective increase its awareness with its target audience of 25 to 54-year-olds.
“This is such an exciting, milestone moment for the brand as we launch our first-ever TV campaign,” Bellchambers added. “We know we’ve got a big job to do in making The Collective brand known and loved nationwide and this is a major step to achieving that.
“We have even bigger and bolder through-the-line campaign plans to come and can’t wait to see the reaction from viewers.”
The campaign is supported by the brand’s long-term media agency, Bountiful Cow, and integrated creative agency 7Create.
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