St Ivel and Eden Vale are putting more promotional weight behind low fat brands St Ivel Shape and Ski Light. St Ivel is spending £10m promoting the relaunch of its low fat Shape brand ­ three times last year's budget. This includes £5m of TV advertising beginning in April for Shape Trifle, Greek and Simply Strawberry, plus press ads in lifestyle and food magazines. The company also has a sponsorship deal up its sleeve but it refuses to reveal details until May. St Ivel says it has invested heavily in a lengthy testing process and in improving the flavour and texture of all its products in the low fat dessert, luxurious low fat and virtually fat free sectors. New Shape Trifle claims to be the first low fat trifle ­ launched to boost a declining trifle market ­ while Shape has improved the formula of its Luxury low fat yogurts. Shape is also confident it will increase sales in the virtually fat free sector which is valued at £201m and growing at 6.7% a year [MSTS Research]. New packaging with a modern logo and clearer product information supports the Shape relaunch. l Ski Light virtually fat free yogurt has linked up with Rosemary Conley for a 10 week on pack promotion from mid February, supported by samplings and ads in the Rosemary Conley Diet & Fitness magazine. {{P&P }}

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