Unilever Bestfoods is pitching Flora Pro-activ into the increasingly competitive single-shot yogurt drinks arena.
The offering will be available in packs of four 100g servings from next month backed by a £2.5m campaign including TV, press and poster ads, direct mail and an in-store campaign.
Rolling out in packs of four 100g pots, the single-shot drinks will come in Strawberry, Original and Orange flavours with an rsp of £2.39.
They will be doing battle in what is becoming a crowded fixture headed by market leaders Danone Actimel and Yakult and latterly joined by Müller Vitality and cholesterol-lowering Benecol.
However, Unilever claimed its offering would be the first in the market to be both probiotic and combat cholesterol.
Myles Ford, category manager at Unilever Bestfoods, said the launch was the latest step in building up the Pro-activ brand, which the company claims is worth £50m at the till. It originally made its debut in the spreads arena in 2000 and was recently extended into a spread with olive oil offering and a milk drink.
“The yogurt drinks will continue to drive growth for both the brand and the booming mini drinks category,” said Ford. “The key to driving this brand growth has been increased penetration. We believe the unique proposition of the yogurt drinks will grow consumer numbers buying mini drinks and cholesterol-lowering products.”