Fonterra has responded to consumer demand by reducing the sugar content of one of its yoghurts by 25 per cent.
Ski D’Lite will be marketed as having “one teaspoon less sugar per serve than any other leading low fat flavoured yoghurts”.
Fonterra's Brent Whelan said families were looking for healthier yoghurts, and the 25 per cent less sugar formulation would appeal to a wide range of consumers.
Ski D’Lite's new branded content campaign is called Practically Perfect, and explores an Australian mum's quest for parenting perfection.
She finds that Aussie mums are doing a good job in raising happy, healthy kids.
The campaign will be rolled out via a combined earned and paid communications program including public relations, blogger and influencer relations, a media partnership with Kidspot, and targeted Facebook advertising.
The Ski brand name is used under licence by Fonterra Brands (Australia) Pty Ltd.
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