Activia yoghurt relaunch
Clover Danone has relaunched its Activia range with a new pack format, size, design and an improved taste.
The pack design is geared to be more vibrant, fresh and appealing, while the pack format has changed from the standard 6x100g to the new 4x125g format. It has also moved from a multi-flavour pack to a single flavour pack of four. Lastly, the new formulation now promises an even better taste.
Marketing manager for Activia, Kim Henry, wants to ensure that consumers see Activia as a ‘yoghurt plus’ and not ‘just another yoghurt’. Henry comments that it is ‘a functional, probiotic food that has a specific benefit when consumed daily for 15 days. Activia is the only yoghurt scientifically proven to help regulate the digestive system because of its unique probiotic culture – Acti Regularis,’ Henry adds.
The new range now consists of three variants: Fruit, Fibre and Smooth with some new flavours. Both the Fruit andS mooth variants have two flavours. Fruit offers strawberry and kiwi; and Smooth comes in prune and apricot flavours. The ‘Fibre’ variant comes in cereal flavour.
The recommended selling price is R14.99 and will be available in all leading supermarkets from mid April.
Available in 44 countries around the world, Activia is the fastest growing Danone brand worldwide. For clinical studies, see www.activia.co.za
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