St Ivel is backing the relaunch of its Shape low fat yogurt and dessert range with a £6m TV campaign aimed at younger consumers. The first phase includes new pack designs and new products ­ chocolate and toffee yogurts, calcium enriched Bio yogurt drinks, trifles and fresh fruit juice mousses. And the fat- free yogurts now have 60% more fruit. Five different ads, the first of which debuts at the end of next month, feature a typical slimmer who goes to extremes to lose weight ­ until she discovers Shape. "Thousands of young women will identify with her," said marketing controller Alison Arnold. {{P&P }}