Activia has launched three products across its Kefir and Fibre ranges.
The Danone-owned brand said it was prioritising the nation’s gut health with the expansion of the ranges.
Among the launches is a new, larger format of Activia Kefir Natural (rsp: £2/ 345g) and a new flavour and larger format of Activia Kefir Peach Passion (rsp: £2/ 345g).
These are available in Tesco and Ocado now.
The products join the brand’s existing Kefir portfolio, which launched in September 2024, including Activia Kefir Natural and Strawberry spoonable pots, as well as Activia Kefir Natural and Strawberry drinks.
Activia’s Kefir range offers a unique blend of four billion live cultures and kefir grains, resulting in 16 different strains of live cultures, which adds to the diversity of the gut microbiome.
Activia is also expanding its fibre range in response to consumer demand for high-fibre products, it said, with the launch of Activia Fibre Berries and Cereals (rsp: £1.25/ 4x115g).
The brand said the launch would make it easier for people to incorporate more fibre into their diets with Kantar research revealing one in four consumers are seeking fibre-rich foods.
Activia Fibre Berries and Cereals launches in Tesco from 31 March with other listings to come later in the year.
“We’ve seen strong demand for our Kefir and Fibre ranges as consumers become increasingly aware of the gut health benefits of these products,” said Rachel Wright, head of marketing at Danone. “At Activia, we’re committed to support the nation’s gut health with delicious and innovative products that fill a real consumer need – from a Kefir that is both tasty and authentic, to a Fibre range that helps close the nation’s fibre gap.
“We’re excited to bring these new flavours and formats to market as we continue to provide consumers with delicious and nutritious options to support their gut health.”
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