NestlÃ© is extending its Ski brand beyond the dairy sector with the launch of Ski-branded cereal bars, as part of a push to reinvigorate the brand.
The product, which is due to be launched in July, will be promoted as an all-day snack rather than a breakfast alternative. There will be two varieties – red berries and yoghurt and citrus burst and yoghurt – which will be supported by a summer television campaign.
The move follows the launch in May of Ski’s Stopgap drink, also aimed at extending the brand in the snacks market.
NestlÃ© acquired Ski along with the Munch Bunch brand from Eden Vale in 2002. Since then it has launched three yoghurts – a low-fat Ski, Ski D’Lite and luxury range Ski Delicious – in a bid to increase the brand’s sales.
Ski has an 8.7 per cent market share and is the third-biggest brand in the yoghurt market, behind MÃ¼ller and Danone-owned Shape.
NestlÃ© Rowntree, the company’s confectionery division, launched a cereal bar called Rowntree Fruitsome two years ago, but it was scrapped after less than a year due to disappointing sales (MW April 17, 2003).
Industry insiders say the Rowntree brand did not fit with the cereal bar’s market position as a healthier alternative to confectionery, and that the Ski brand is more suited to that type of snack.