Danone Dairies has launched four new varieties of its Activia yogurts in a bid to increase its presence in the natural food market and close the gap on yogurt category leader Müller.
The launch of two 450g Activia Big Pot formats in strawberry cereal and apricot flavours and two new four-pack variants in rhubarb and pineapple has been supported by a £600m marketing spend.
Danone Dairies MD Marc Gosselin said the move followed the company’s strategic decision to focus more heavily on health values with its three brands, Activia, Actimel and Shape. He said: “A Danone a day is the healthy way. I’m here to build the company to be the Müller of the 21st century.”