Danone is looking to bridge the gap between functional yoghurts and luxury desserts with the launch of Activia Intensely Creamy. The dairy giant is ploughing £2.5m into promoting the four-flavour range, which launches this week and will be positioned as a “healthier but tastier” evening dessert. The new yoghurts, rsp £1.99, contain less than 3% fat and include the same functional bacteria as the main Activia range.

“Regular Activia consumers tend to eat a pot at breakfast time and possibly another as a snack later in the day,” said Activia marketing manager Corinne Chant. “This creates an extra [opportunity for us] as an after-dinner dessert. Our key focus, however, is to attract new consumers to the brand.” Promotional efforts, which will primarily target women, include a TV campaign, in-store sampling and print advertising.