Danone Activia goes luxury |
| Wednesday, 24 September 2008 | |||||||||||||
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Danone Activia is hoping to attract new consumers to the brand with the launch of Danone Activia Intensely Creamy.  This new luxury pot offers the “best of both worlds”, with the same digestive benefits of original Activia and less than 3% fat, while also delivering a creamier, more luxury taste, says Danone.
The round pot packaging, which has been patented by Danone, has been designed to suggest a smooth and creamy product and increase shelf stand out. Danone Activia has the second largest share of chilled yogurts and desserts behind Muller Corner, and has a 26.4% penetration. According to Danone, 36% of people suffer digestive discomfort but do not buy into the brand. Intensely Creamy will tap into the evening occasion, which is “a highly relevant time for digestive health”, says Danone, but one not currently exploited by Activia. This will also limit the cannabalisation of the other Activia products. The Intensely Creamy launch is being supported by a £2.5m media spend just this year. This will include TV advertising from October 16, press coverage in leading magazines and supplements from the beginning of October to beginning of December, heavyweight sampling, and a specific online microsite. There will also be a half price promotional launch deal (£1 for a four-pack), and half price offers on gondola ends. Activia Intensely Creamy is now available in four flavours – Sumptuously Strawberry, Luscious Cherry, Zesty Lemon and Peaches & Cream. Multipacks of four 120g pots have an rrp of £1.99. Activia recommends this product is merchandised with other luxury yogurts.
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Comments (3)
Mrs Masood
said:
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... Activia is very good. it keeps my fat belly healthy. my husband Mr Masood likes it very ver much as well. The masood family is very happy with the yummy standard. Our favourite is Strawbeery flavour. Well done Danone!!!!! Muller corner is bad activia is good. |
Georgina Kinta
said:
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... OMG these are the best yogurts in the world. x*x*x I think Im gunna take a spoon to Sainsburys and just sit on the floor and eat them all out of the fridge x*x ha ha ha |
Theresa Stephenson
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... I think the new luxury pots are fantastic, I have bought nearly the whole shelf in Asda because they are so yummy. The only problem I have is that the pot is too small, so I have to have two pots at a time, that's how good they taste. My favourite is luscious cherry & peaches & cream. Keep them coming. |
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