Nestlé Chilled Dairy is rolling out a £10m marketing red carpet over six months to introduce its Sveltesse low fat yogurt to the UK.

Originally launched in France 30 years ago, the brand has already been rolled out to several other European countries and will reach UK shelves early next month.

TV advertising is scheduled for October with the aim of building awareness before the January diet season.

The launch is part of the company’s UK expansion programme and follows last year’s acquisition of the Ski and Munch Bunch brands from Eden Vale.

Sveltesse falls into the adult well-being sector, one that Nestlé has identified as a growth area. There are four four-packs available, each with two flavours and retailing at £1.39. Two packs are chunky fruit recipes, while the others are based on desserts.

Marketing director Vincent Metz said Nestlé wanted to support category growth, create value and boost its corporate associations with nutrition and wellbeing.

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