Activia Helps Shoppers Understand How to Support a Healthy Gut

This Spring, number one gut health yoghurt brand*Activia, has announced a major brand restage, which will see the brand launch an all-new recipe, featuring an even ‘tastier’ Strawberry Full Fat Yoghurt, as well as updated packs, offering enhanced claim navigation, emphasising to shoppers the benefits of supporting your gut health.

The new recipe helps support a healthy gut with calcium** and contains an exclusive mix of live cultures. It will also include three main benefits for taking care of the gut**. These added benefits include:

· Helping with digestive wellbeing**

· Containing daily nutrients***

· Assisting with energy support****

The new recipes are set to be rolled out across the Activia Core Full Fat, Activia 00% and Activia Fusions ranges, and what’s more, the products have also undergone a packaging redesign and boast a new premium look and feel. The new packaging has been updated to make it more digestible for consumers to understand the added benefits of taking care of the gut.

The rebrand has been inspired by the growing consumer desire to better understand gut health, a prevalent trend across mainstream and social media. Activia is on a mission to help the nation support and understand the importance of gut health.

A great way to kick start the day or, as a snack for the mid-afternoon slump, Activia’s Core Full Fat range will feature a ‘tastier’ Strawberry Yoghurt, and the 00% range will be creamier to add to the product’s velvety texture and delicious taste, all while supporting gut health**.

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 well being. 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 official brand relaunch takes place nationwide on 18th March, amplified via a £2.2 million 360-degree integrated campaign including a brand new TV advert featuring pop sensation and Activia brand ambassador Rachel Stevens, 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 stores nationwide by the end of March.

For more information on how to support your gut health, visit here.

* 85.9% Value share of Active Health Yoghurts segment. Source: Circana March 24 52 W/E data

**Activia contains calcium which contributes to the normal function of digestive enzymes. Enjoy as part of a balanced diet and healthy lifestyle.

***Source of calcium & protein.

****Contains calcium which contributes to normal energy-yielding metabolism.