Danone Dairies has earmarked £7m as a marketing launchpad for its new bio yogurt range Activia Sensation.

Due on shelf in all the major multiples and independent retailers from the beginning of next month, the premium, single serve pots of vanilla, peach and strawberry flavours blend creamy bio yogurt with fromage frais.

They contain a bacterial culture called Bifidus essensis, said to keep the digestive system healthy.

Activity includes a press campaign concentrating on key women’s lifestyle titles which will flag up the products’ benefits.

There will also be sampling in the major multiples and point-of-sale material.

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