Nestlé has resurrected the concept of an on-the-go yoghurt, fruit and cereal breakfast drink to boost its ailing Ski brand.
The new line - Ski Up & Go, which is set to reach UK stores later this month - follows in the footsteps of a Stopgap product Nestlé launched 18 months ago in smaller outlets but discontinued six months later.
Although the Ski Up & Go variants - Mixed Berry and Banana & Honey - sound very similar to the Stopgap trio of Berry Mix, Tropical and Honey & Banana, Nestlé insists that they are very different, with lower fat and higher fruit content.
They come in multi-packs of three 350g bottles (rsp. £2.09) and single bottles (79p) and are targeted at the major multiples as well as independents. Nestlé is backing its updated version with a marketing campaign carrying the Ski brand’s ‘Keep it simple’ theme. Activity is set to include TV advertising featuring the humorous, no-nonsense tones of actress Kathy Burke, who has voiced previous executions for the Ski brand, while print ads will run in consumer titles.
Laura Kingsman, trading manager at MBL, said although the Up & Go products shared similarities with Stopgap, the planned support should ensure success. “Nestlé didn’t put support behind Stopgap and no-one knew what it was. The advertising and sampling this time should make a difference.”
The Ski brand has not fared too well in the past year, with sales falling 15%, says ACNielsen [52 w/e October 1, 2005].
Jo Trimmer, senior brand manager, said Nestlé foresaw an opportunity for breakfast sales. “Mornings are busy for mums - often the family doesn’t have time for a healthy breakfast. Ski Up & Go has been created to complement a hectic lifestyle.”
A recent study by Kellogg’s revealed that a fifth of children and more than half of UK adults regularly skip breakfast.
Mary Carmichael