Nestlé has relaunched its struggling Ski yoghurt for the fourth time in six years in an attempt to win back confused consumers. The company,which bought the brand from Eden Vale in 2002, has abandoned the Activ8 tag it added to the name in April 2007 – a move backed by an £8m marketing campaign. It has also removed the combination of eight vitamins and minerals claimed to help the body release energy from other foods.

The new-look Ski range with the strapline Naturally Delicious has an improved recipe that contains only natural ingredients. Michael Inpong, marketing director of Ski and Aero, said some consumers were put off by extra ingredients being added to food.

“Consumers are becoming increasingly confused by the different additives in their food and are moving more towards uncomplicated foods that don’t contain added preservative or additives,” he said.