Unilever is pairing pomegranate with probiotics in its latest Pro-Activ variant in a bid to pack an even healthier punch.
Flora Pro-Activ Pomegranate & Raspberry joins the cholesterol-lowering range of mini health drinks, which includes Original, Strawberry and Tropical flavours. The company says this is the first time pomegranate has been used in a mini health drink.
"One of the key drivers in today's market is health and pomegranate has a high profile among shoppers," said category operations manager Paul Holden. "Pomegranate is reputed to have heart health benefits so fits with the Flora Pro-Activ brand and has potential for driving growth."
The Flora mini drinks were recently reformulated to include Omega-3 and less fat and sugar. The new variant's launch will be supported by a £1.5m spend .
However, the fortunes of mini health drinks may be on the wane as, despite heavy investment, the market fell by 2.7% to £239m [Nielsen w/e 24 March 2007].