Nestlé Chilled Dairy is overhauling its recently acquired yogurt brand Ski with simplified recipes and range names, revamped packaging and new positioning as "deliciously uncomplicated".
Nestlé bought the chiller cabinet stalwart from Eden Vale in April 2002 as part of its bid to be number two in dairy behind Müller. MD Greg Krol said the brand had been "left behind" by an aggressive market, but claimed the new positioning brought the brand back to its basic values of nourishment and health.
Rolling out later this month, standard low fat Ski will target families while Ski D'Lite with 0.2% fat is aimed at dieters and Ski Delicious at indulgence. Heavy investment is promised, including TV ads and sampling next month.