Activia has expanded its portfolio with the launch of two big pot lines to capitalise on growing health trends.
Activia Big Pot Natural and Activia Big Pot Fibre will launch into Morrisons and Sainsbury’s from mid-September, and Tesco from 5 October.
The natural line (rsp: £2.25/400g) has been made with two ingredients – yoghurt and live cultures, including live probiotics – is naturally high in protein and contains no added sugars. It also mark’s the brand’s first plain variant in a big pot format.
Activia added that the fibre SKU (rsp: £2.50/400g) combined yoghurt and live cultures – including probiotics – with added fibre.
“As health becomes an increasingly important purchase driver at breakfast, yoghurts are perfectly placed to meet this growing consumer need,” said Danone head of category & commercial planning Natalie Carnachan.
She said greater consumer demand for “versatile products that can be tailored to different tastes and occasions” was driving demand for larger formats.
“Whether enjoyed as a simple breakfast with fruit, cereal and toppings, or shared across the household, big pots provide a flexible foundation for a nutritious start to the day,” Carnachan continued.
Danone head of nutrition and science communication North Europe Niamh Brannelly added that Activia Fibre Big Pot would help to bridge the UK’s fibre gap, which she called “one of the biggest public health opportunities”.
“Forty per cent of consumers say fibre is a priority at breakfast, yet changing established eating habits can be challenging,” Brannelly said.
“Combining yogurt with fibre provides a simple and enjoyable way to increase fibre intake, whether enjoyed on its own or paired with other fibre-rich foods such as fruit, oats, nuts, seeds or cereal,” she continued.
No comments yet