Actimel_F&V Yellow_Pack_T2

Source: Danone 

Three variants are aimed at ‘time-poor’ consumers

Danone has expanded its Actimel range with the launch of new fruit & veg-based cultured yoghurt shots aimed at “time-poor” consumers.

The shots come in three variants: strawberry, blueberry, blackberry, elderberry & chai spices; mango, orange, peach, mandarin, carrot & turmeric; and apple, kiwi, pear, cucumber, spinach, spirulina & mint (all rsp: £1.25/100g).

They were soft-launched into Ocado along with Nisa, Spar and other c-stores at the end of July and will roll out across the mults from September.

Each shot contains fewer than 50 calories and includes l.casei cultures as well as vitamins D and B6.

The move had been prompted by “huge growth potential” in health-conscious convenience, according to Actimel senior brand manager Inès de Bodard.

“We’ve seen that consumers today are time poor and want to balance everything life throws at them while maintaining a health-conscious diet and lifestyle,” she added. “To do this, products in convenient formats that don’t compromise on taste and nutrition are key.”

The NPD comes just weeks after Actimel’s sister brand Activia released a fruit and veg live culture smoothie, which comes in a 250g bottle.

The launch marked a “big step change for Activia”, said brand manager Ben Kind, as it entered into a new category and shelf position in the food-to-go aisle.