Gut health yoghurt brand Activia has announced a major revamp, which includes the launch of a new recipe and updated packs that offer enhanced claim navigation.
The new recipe helps support a healthy gut with calcium and contains an exclusive mix of live cultures. It is being rolled out across the Activia Core Full Fat, Activia 00%, and Activia Fusions ranges.
Activia’s Core Full Fat range will feature a “tastier” Strawberry Yoghurt, and the 00% range will be creamier.
Meanwhile, the new packaging has been updated to make it more digestible so consumers can understand the benefits of taking care of their gut.
Rachel Wright, head of marketing at Danone, commented: “At Danone, we know that in today’s market, consumers are looking for healthier options but are not willing to compromise on taste, which is why Activia’s rebrand will pull focus to the importance of the gut when it comes to overall wellbeing.
“The goal is to make it easier for consumers to understand the benefits of supporting gut health, and as the category leader, we will be utilising 37 years of science, research and development and product innovation to show that it is possible to support your health and wellbeing if you look after your gut health everyday.”
The brand relaunch gets underway this week, amplified via a £2.2m 360-degree integrated campaign including a new TV advert, VOD, shopper, social media, PR, and a partnership with Hearst.
The new recipes across the Activia Core Full Fat, Activia 00% and Activia Fusions ranges will be available in supermarkets and other stores by the end of March.
