Mary Carmichael Dairy company Campina is squaring up to children's juice drink giants Sunny Delight and Juice Up with the latest extension of its Yazoo children's brand, chilled fruit juice drink Yazoo Swing. The company is highlighting the tropical and orange flavoured drinks' 40% fruit juice content rather than its 20% milk. "Some products in this sector have suffered because consumers' think that fruit juice curdles the milk," said brand manager Shirna Ferrers. However, Campina hopes that the Yazoo brand's dairy credentials will still attract mums. The drinks will be rolled out from June 6 in 250ml with one litre sizes sporting a Try me Free' money back offer. They will be priced midway between Sunny Delight and Smoothies. A new £1m TV campaign featuring Yazoo brand ambassador Dino the Dinosaur and magazine ads targeting mums are scheduled for the end of August back-to-school period ­ crucial for a school lunchbox oriented product. The Yazoo Swing launch is part of the Dutch company's efforts to get firm footholds in the UK market. Other new products include Mild and Fruity ­ a chilled fruit juice and yogurt drink for adults ­ and Cessi Bon aerosol cream. Mild and Fruity is low fat and contains active cultures (like Actimel and Yakult). However, these messages are minimised on pack in favour of the products' indulgence angle. Tested in Tesco last year and rolling out elsewhere now, the strawberry and peach variants come in a 330ml PET bottle (rsp 69p). Cessi Bon is targeted at informal eating occasions such as barbecues. It is said to have a thicker consistency than rival products. {{MARKETING - P&P }}

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