Eden Vale has lifted the lid on rejuvenation plans for Ski yogurt, including improved recipes, new packaging and £4m of marketing support. "We want Ski to be to yogurt what Heinz is to beans," said marketing manager Ian Mackenzie. A new recipe, Best Ever Ski with five rather than 13 ingredients, is launched on October 8. Packaging sports sharper colours to differentiate flavours more clearly. Rsp: £1.13-£1.21, four-pack (99p 12 week introductory offer). Press ads will run through October and November, as will an on-pack two-for-one cinema ticket offer. New products are promised for 2002. {{P&P }}

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