Actimel has launched Actimel Simple, made with only three ingredients.
It is made from natural yoghurt, cultures, and vitamins, and is Actimel’s shortest and simplest ingredient list.
The clean label product (rsp: £3.50/ 8x100g) is formulated with no added sugars, no sweeteners and no additives.
It also contains vitamins D and B6 and 10 billion exclusive L. Casei cultures.
Parent company Danone said it was launching the product to meet consumer demand for products with “short and simple ingredient lists”.
It said that its research suggested the product would recruit families who don’t currently buy into the category.
Actimel Simple will be launching in Asda, Morrisons, Sainsbury’s, Tesco and Waitrose with launch dates from now until May.
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