St Ivel has revealed it is to launch its first range of low fat bio yogurt smoothies under the Shape label. The company said it believed the move would bring a "real point of difference" to a market which analysts at ACNielsen currently value at just under £13m a year. Three initial flavours will make up the range ­ Raspberry & Cranberry, Mango & Passionfruit and Orange & Banana. St Ivel now plans to throw a heavyweight campaign behind the waist-watching smoothies as part of a wider, multi-million pound programme for the Shape brand throughout the coming year. TV ads will support the launch of the smoothies at the end of April, while a £6m umbrella round of commercials has been earmarked for the entire Shape range. Alison Arnold, marketing controller for St Ivel's yogurts and desserts arm, said: "Following on from the success of the initial new Shape launch, we have identified a massive opportunity in the smoothie sector for the brand. "Whilst the sector is enjoying very strong growth, our research highlighted an opportunity to increase both the demographic range of consumers buying smoothies and also the frequency of purchase. "By introducing a household name to the sector we are confident that we can take smoothies to a new audience and in turn drive significant incremental growth. "We have developed three fantastic flavours that reflect current consumer trends and are very confident that Shape Smoothies will be a great success." The first bottles will hit shelves from April 29. Rsp: £1.19, 250ml. {{P&P }}