Loseley yogurt will make its TV debut early next year as part of a £2m campaign to highlight a sweeping reformulation and repackaging programme. Revitalised milder, thicker recipes with up to 50% more fruit are being rolled out now. New packaging is aimed at showing the products' premium positioning. Contemporary elements, such as a newer sharper typeface, brighter colours and hand-drawn fruit pictures, have been introduced while the logo retains its Loseley House design. The TV ads will be backed by consumer magazine and instore promotional activity aimed particularly at ABC1 women and women with children ­ the biggest yogurt purchasers. The new strategy has been prompted by dramatic growth in the yogurt market, which is now worth more than £620m. Parmalat UK, which acquired the brand last year, predicted that the majority of growth would come from the Bio and Light Bio sectors, with a healthy performance from the upgraded Organic range. Keith Rodger, Parmalat UK's marketing director, said Loseley was already well thought of. "But you have to move with the times," he added. "Consumers have higher expectations." The yogurts are available in larger single serve 175g pots, 500g family pots, 150g glass jars and 4 x 150g multi-packs (rsp: 50p-£1.60). {{P&P }}

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