Danone is launching a range of dessert-inspired diet yogurts under its Shape brand.
The new Shape Pleasures range comprises Strawberry Cheesecake, Apple Pie and Vanilla & Choc Chip flavoured yogurts and all contain just 0.8% fat and 44 calories per 100g.
Available from October 13 in 4x110g packs (rsp: £1.59), the launch will be supported with a £2m marketing campaign to include TV advertising, outdoor posters and a nationwide sampling campaign.
Danone acquired Shape from St Ivel in August 2002, and Shape’s brand manager, Gemma Philips, said the brand extension was a reaction to consumers’ desire for more choice in the indulgent diet yogurt sector.
“In creating a range that combines great taste and low-fat content, we feel that we are offering consumers a truly unique product that allows them permission to indulge in an everyday treat which is also healthy,” she said.
The new Shape Pleasures range comprises Strawberry Cheesecake, Apple Pie and Vanilla & Choc Chip flavoured yogurts and all contain just 0.8% fat and 44 calories per 100g.
Available from October 13 in 4x110g packs (rsp: £1.59), the launch will be supported with a £2m marketing campaign to include TV advertising, outdoor posters and a nationwide sampling campaign.
Danone acquired Shape from St Ivel in August 2002, and Shape’s brand manager, Gemma Philips, said the brand extension was a reaction to consumers’ desire for more choice in the indulgent diet yogurt sector.
“In creating a range that combines great taste and low-fat content, we feel that we are offering consumers a truly unique product that allows them permission to indulge in an everyday treat which is also healthy,” she said.
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