Danone has added a single pot variant to its Activia portfolio to appeal to younger sufferers of digestive discomfort.

The yoghurts come in strawberry, cherry, raspberry and peach and are in-store from this month, rsp 69p each or four for £2. The move into single pots, a first for Danone, will be supported by a £3.5m campaign, which will include TV ads from 19 October.

Sales of Activia over-performed within the 45 plus age group, but there was potential for growth among younger shoppers, the company claimed.

"The single pot will appeal to younger consumers, mainly 25 to 45-year-olds, as it fits their busy lifestyles," said senior brand manager Angela McGee. "It will also appeal to those who like to pick and mix flavours.

Research showed 53% of women between 25 and 34 suffered from digestive discomfort, and 71% of those did not consume Activia.

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