French FMCG giant, MOM Group, has appointed Cogent following a competitive pitch to build its on-the-go healthy kids snack brand, GoGo SqueeZ, in the UK. Following a successful UK launch last year Cogent are now partnering with the European team on a multi-channel marketing drive to build awareness, trial and distribution of their fun fruit and yoghurt pouches.

GoGo SqueeZ is the world leader in fruit squeezers, with a range of pureed fruit and flavoured yoghurt pouch products which dominate the category in the USA, Canada and across much of Europe.  The UK expansion will build on its current distribution in Tesco, Morrisons, Sainsbury’s and Amazon and aim to get GoGo SqueeZ products into lunchboxes across the UK. At under 100 calories, each GoGo SqueeZ pack falls within the UK government’s Change4Life healthy eating recommendations for children.

General Manager of International Businesses at GoGo SqueeZ, François-Xavier Mignon, said: “We were looking for an agency partner who understand the commercial opportunities as well as the creative ones, take a holistic view of the marketing landscape in the UK, and can help us have some fun with the brand along the way. Cogent are that partner, and we’re excited by what 2019 brings.”

Bruce Hutton, Chief Executive at Cogent, echoed this: “It’s great to be able to work with such an established, successful international brand at the very beginning of its UK journey. It’s in a growing category with huge potential, and as the products meet the standards for fruit snacks and yoghurt snacks in schools in England, Scotland and Wales, it’s great to be part of a wider nationwide health initiative too.”