Danone is diving into cholesterol-busting yogurt drinks with a new brand called Danacol.
The launch, which builds on the success of its market-leading Actimel probiotic drink, will pitch the manufacturer even further into a head-on battle with rival Benecol, which boasts cholesterol-lowering properties, and Unilever Bestfoods’ Flora Pro-activ yogurt drink.
Danone said Danacol, which will come in four-packs of Original and Strawberry variants, reinforced its mission to be the market leader in the functional health area of dairy.
A heavyweight, five-week TV
campaign goes live on November 21 as part of a £3m pre-Christmas push and will be supported with PoS material and a direct mail campaign to 750,000 consumers. Danacol is being targeted at over-40s looking for natural solutions to health problems.
Benecol, which recently launched a strawberry variant, declined to comment on the closeness of the newcomer’s name to its own moniker and welcomed the competition.

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