Danone has added a range of summer-inspired flavours to its Activia yoghurt range in a bid to boost sales in the coming months.
Summer Specials is a new sub-range, comprising Sunkissed Raspberry & Pomegranate, Exotic Pineapple & Coconut and 0% fat Refreshing Lemon & Lime flavours.
“We created a sun-drenched, flavour-bursting pack design that built strong taste appeal and showcased these perfect summertime flavours with the use of bold, fresh colours,” said Alan Gilbody, creative director at Slice Design.
The combinations tap into some of the most popular flavours in yoghurt NPD at the moment, including pomegranate and coconut, which are used by rivals.
Danone has also launched two new flavours under its Intensely Creamy Activia sub-range: Scrumptious Banana Toffee and Bursting Blueberry. It features Gok encouraging a woman to have a night in and enjoy some “me time” in a luxurious home while she tucks into an Intensely Creamy yoghurt.
The launches will help position Danone’s portfolio as more indulgent, rivalling Müller’s Amore and indulgent Müller de Luxe Corner ranges, which both launched recently.
Sales of Activia were down 4.4%, to £233.3m [The Grocer’s Britain’s 100 Biggest Brands/Nielsen 52 w/e 29 December 2012].
Summer Specials and the new Intensely Creamy variants (rsp: £1.84 and £2.19, respectively for four) went into Tesco this week but will roll out more widely from Monday.