Danone is launching a range of dessert-inspired diet yogurts under its Shape brand.
The new Shape Pleasures range comprises Strawberry Cheesecake, Apple Pie and Vanilla & Choc Chip flavoured yogurts and all contain just 0.8% fat and 44 calories per 100g.
Available from October 13 in 4x110g packs (rsp: £1.59), the launch will be supported with a £2m marketing campaign to include TV advertising, outdoor posters and a nationwide sampling campaign.
Danone acquired Shape from St Ivel in August 2002, and Shape’s brand manager, Gemma Philips, said the brand extension was a reaction to consumers’ desire for more choice in the indulgent diet yogurt sector.
“In creating a range that combines great taste and low-fat content, we feel that we are offering consumers a truly unique product that allows them permission to indulge in an everyday treat which is also healthy,” she said.