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Activia hopes to fizz up sales with live culture smoothies

By Nikki Cutler contact

- Last updated on GMT

Activia Live Culture Smoothies
Activia Live Culture Smoothies
Danone's yogurt giant Activia is entering the fermented food and drink category with new Live Culture Smoothies claiming to offer consumers a gut health boost.

Claimed to provide a boost of protein, fibre and calcium, the new smoothies provide consumers with a combination of Activia yogurt with added fruit and veg plus billions of live cultures to aid gut health.

Ben Kind, Activia’s brand manager, says the brand’s entry into fermented products will bolster the entire category.

“We are continually adapting our range of fermented products to ensure that we are meeting evolving consumer demands. We know that younger consumers in particular want both nutrition and convenience - rather than having to choose between one or the other…

 “This is big step change for Activia, entering into a new category and shelf position. We’re confident our brand credentials and fantastic new range will open up great potential to leverage the growth of fermented products.”

The new smoothies will launch in two flavours: orange fruit and veg with mango, peach, carrot, date and linseed; and red fruit and veg with strawberry, blueberry, beetroot, pomegranate, persimmon and chia seeds.

Lively sales

The global probiotics supplements, yoghurts and juice market is worth €32bn according to latest Euromonitor data presented recently at Probiota in Amsterdam.

Euromonitor's global director of health & wellness research, said Danone’s Activia spoonable yoghurt retained its status as the biggest-selling probiotic yoghurt in the world, with Japan-based Yakult drinking yoghurts the next biggest.

The two were way out in front of other brands like Chobani, Yili, Danone’s drinking yoghurt Actimel, Mengnui, Wahaha and combined private label offerings.

Euromonitor's report affirmed the importance of health claims, noting sales were rising in Switzerland where several claims had recently been approved, compared to most other EU countries where a ban on probiotic claims remains in place.



Related topics: Suppliers, Gut/digestive health

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