Struggling yoghurt brand Ski has had a full-scale functional overhaul so it can compete against booming lines with added benefits.
The rejuvenated product contains a new ingredient called Activ8, a combination of eight vitamins and minerals that helps to release energy from food. A wholegrain selection has also been added to the range, now renamed Ski Activ8.
Targeted at 25 to 45-year-old mums, the collection will be available from the end of this month priced at £1.39 for a 4 x 120g pack.
The relaunch is supported with an £8m push that will focus on communicating the benefits of the extra ingredients.
Ski has struggled to compete with brands offering functional benefits. Sales dived 16.2% to £35.8m last year [Nielsen 52 w/e to 7 October 2006] while Danone Bio Activia and Müller Vitality both showed double-digit growth.
This is the brand's third relaunch since Nestlé bought it from Eden Vale in 2002, after which it simplified recipes and range names and revamped the packaging.
In 2005, Ski had yet another revamp, aimed at giving it a healthier edge.
Georgina Morgan, brand manager at Lactalis Nestlé, said: "The relaunch successfully positioned the brand as being free from nasties. Ski Activ8 will build on this and with the growing trend of active health, it will also give the brand a relevant health dimension."
The latest reformulation follows research that found energy to be a strong motivating factor among consumers, said Morgan.
"More than half of the consumers we spoke to claimed they did not have enough energy," she said.
"Activ8's unique combination of vitamins and minerals has been scientifically proven to optimise the release of energy from food - helping consumers with their energy levels."
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