Danone has launched a version of its Actimel yoghurt drink targeted at children.

Actimel for Kids rolls out this month in packs of six 100g bottles in strawberry, raspberry and vanilla flavours (rsp: £2.29). It uses a new recipe that combines calcium, vitamins and L.casei live cultures and is packaged in a new ‘child-friendly’ bottle showing three Actimel characters - AC, TI and MEL.

Children already accounted for half the brand’s consumption, said Danone managing director Blandine Stefani.

The launch will be supported by a multimillion pound marketing campaign including TV, sponsorship and in-store promotions.

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