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Bric-a-Brac: P is for...

Prize Yoghurts

Sigh! Swoon!Yoghurts were dead exotic once upon a time. Though limited of flavour (strawberry, hazelnut, ‘fruits of the forest’ . . . er, that’s it) there was something daringly European about the likes of Ski that made on-the-turn milk extremely popular. For children the best yoghurts, undoubtedly, were Prize, and that was mainly down to the adverts, which were textbook ‘so, how on earth do we sell this?’ Anthropomorphic fun. Heroic animated tubs of the stuff – dubbed ‘the Prize guys’ – leapt into various melodramatic ‘damsel in distress’ situations to see off the thin and weedy villain yoghurts, before peeling off their lids to reveal temptingly chunky innards, and walking off with the rescued damsels, which were represented by, er, spoons.



  1. Richard Davies

    August 10, 2010 at 5:38 pm

    I remember the Prize Italiano ads with a gondola rowing example winning over the heavy mob.

  2. Anold Fcker

    February 22, 2011 at 5:24 pm

    70’s hysterior (not on the cretinous scale we have now) I recall when Hazlenut Yogurts had a lysteria outbreak!

  3. Matthew Harris

    August 6, 2017 at 2:07 pm

    What happened to hazelnut yoghurt? Hazelnuts are fucking delicious.

  4. Richard16378

    August 6, 2017 at 8:16 pm

    I’ve seen Hazelnut Yoghurts in Aldi recently.

    It was a very 1970s-early 80s flavour, just like fruits of the forest was from the mid 1980s into the 1990s.

  5. Droogie

    August 7, 2017 at 2:00 am

    I remember a vaguely homophobic schoolyard insult based on these yoghurts way back then:

    ‘ Well you’re a real Prize Guy!’
    “Really? How so? ”
    ‘ Because your thick and fruity. ‘

    Can anyone remember the name of an old British character comedian who played a West Country yokel type? Billy something maybe? I recall him doing the voice over for one of these ads.

    • George White

      March 21, 2018 at 8:40 am


      • Droogie

        March 21, 2018 at 1:20 pm

        It was indeed Billy Burden. Thanks.

        I can’t have been the only kid to have been disappointed by their first taste of yoghurt, expecting something that was going to taste more like vanilla ice cream.

  6. THX 1139

    March 20, 2018 at 10:49 am

    Ski had the advantage of banana flavour which Prize didn’t. I remember a girl at school who preferred Munch Bunch yoghurts because “they didn’t have bits in them”. Bits like fruit, that is. The Munch Bunch ones were basically E Number flavour.

    Didn’t Prize have cherry, too? They were nice, no matter what Simon Amstell tells you.

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