Danone has unveiled a new range of Activia yoghurts and expanded its existing Intensely Creamy sub-brand.
Activia Fruit Fusions, which hits shelves this month, comprises a layer of fruit topped with Activia yoghurt. They will be available in mango & passionfruit, raspberry & lychee, and blueberry & acai flavours in packs of four 125g packs (rsp: £2.19).
The launch will be supported by a £2.5m campaign including a new TV advertisement starring Gok Wan, dedicated point-of-sale material and a digital media push.
Fruit Fusions would “help to strengthen Activia’s sales and drive sales among health and taste-conscious consumers who are looking for that feel good feeling,” said Danone marketing director Blandine Stefani.
Activia has also added apricot & nectarine, blood orange & passionfruit and pear & apple flavours to its Intensely Creamy range (rsp: £2.39).
Stefani added the fruit focus of the expansion of the Intensely Creamy range supported “our brand positioning in health”.
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