Actimel 0

Actimel has reformulated its 0% fat line of probiotic yoghurt drinks to remove added sugar.

The brand has also extended the range by adding a multifruit variant to the strawberry, raspberry and original flavours, which have been reformulated and now contain only naturally occurring sugars.

The revamped yoghurts and new flavour will roll out from 1 April in packs of eight (rsp: £3.24) and 12 (rsp: £4.29).

Danone will support the launch with a £1.2m multichannel push, including TV, digital and in-store. A primetime TV push titled ‘Wake up, Shake Up, Stay Strong’ is set to begin on 16 April.

The reformulation responded to the trend towards “health-conscious” alternatives, said Actimel brand marketing manager for the UK, Belgium, Ireland and Netherlands Cynthia Finke, while brand had also worked with consumers to preserve taste.

“The launch is aimed at maintaining fans of the brand, as well as attracting a new consumer base to the dairy drinks arena,” she added.

“We see this as a real growth opportunity for retailers, particularly with the Multifruit NPD, which is one of our biggest-selling flavours and has never before been available with low fat and sugar content.”