Whilst advertisements for Ski a generation ago would feature chilled out active families doing wholesome sporty pursuits, even yoghurt manufacturers know that these days families are more about rushing out of the house to school, playgroup or work.
Ski are citing a recent poll which suggests that 52 per cent of mothers of pre-school children don't eat breakfast because they are dashing around doing others things. They have also enlisted the help of celeb mum Melinda Messenger to offer tips on getting organised.
Best of all, they've come up with a bottled low-fat yoghurt, fruit and cereal 'drink' that stressed mums can guzzle on the go. So no more grumpy starving women on the school run or wandering in a hungry daze round the park with their pushchairs! And of course dads can drink it... if they must.
Ski Up & Go comes in 250ml bottles for 79p, or a multipack for £2.09. It's currently available in Mixed Berry and Banana & Honey flavours.