Mary Carmichael
Danone Dairies has lifted the lid on plans for the £10m relaunch of yogurt and chilled desserts brand Shape.
The programme will focus on repositioning the ailing brand, which Danone bought from St Ivel in August 2002, as products for a healthy lifestyle rather than a diet.
Activity is set to include new products, improved recipes, new blue packaging instead of red, all backed by a marketing campaign due to kick off in early August.
At the time of buying the brand, the company promised to "fuel growth not only in Shape, but in the whole market". According to senior brand manager Lindy Svensson, the aim is to double the brand's value by bringing in new users and increasing frequency of use and weight of purchase.
"The brand is at its weakest point right now," she said. "We aim to get it back to its peak, but it is going to take time and investment to do it."
Marketing activity will include TV and print ads, direct mail, sampling and instore activity, targeting more than one million consumers.
Every product in the range is free from artificial sweeteners, preservatives and colourings, and has 1.1g of fat and 92 calories per pot.
Rise Breakfast pots come in Vanilla and Peach flavours, while Fruit Juice Mousse has three variants ­ Strawberry, Lemon and Orange. There are also four Greek-style yogurts ­ Lemon, Orange, Strawberry and Cherry ­ as well as a range of Virtually Fat Free yogurts.

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