Activia yoghurt

Danone is looking to ­capitalise on the post-Christmas wellbeing trend by launching a wheat bran fibre-topped Activia yoghurt designed to boost digestion.

Activia Fibre started rolling out to selected supermarkets this week (rsp: 99p/172g pot), and will be backed by a £2.5m media campaign fronted by Gok Wan under the tagline “join the happy tummy movement.”

“After the indulgence of Christmas, consumers are looking to make a fresh start to the New Year,” said Danone UK marketing director Blandine Stefani.

The media campaign consists of TV, experiential shopper pop-ups and the brand’s biggest ever digital push in the UK, according to Stefani.