Unilever UK Foods is ploughing £10m into a TV and advertising campaign for its new Flora Pro-activ blood pressure drink.
The company believes the mini-yoghurt drink, which launches nationally on Monday, July 25, could become as successful as its cholesterol-lowering version. The drink, in strawberry and raspberry, contains dairy peptides to help control blood pressure (rsp: £2.49 for 4 x 100ml bottles).
Unilever UK Foods business manager Paul Holden said mini-drinks were growing by 73% in sales [ACNielsen]. The new variant was aimed at the 33% of the UK population that suffers from high blood pressure.