Activia, a yogurt brand under the Danone umbrella, is set to introduce three innovative products this March aimed at enhancing consumers' gut health. The new offerings include an expanded kefir line and a high-fibre range. These additions reflect the growing consumer interest in gut-friendly foods. The kefir products feature a unique blend of live cultures and authentic kefir grains, supporting gut microbiome diversity. Meanwhile, the fibre-rich options cater to the increasing demand for healthier dietary choices. According to market research, a significant portion of consumers are actively seeking fibre-rich foods, although many fall short of the recommended daily intake. Activia's marketing head, Rachel Wright, highlighted the company's commitment to providing nutritious and delicious options that align with consumer health goals.

The introduction of these new products underscores Activia's dedication to meeting the evolving nutritional needs of its customers. Starting this March, consumers will have access to a larger format of Activia Kefir Natural, as well as a new flavor variant and larger size of Activia Kefir Peach Passion Fruit. These kefir products boast a distinctive combination of 4 billion live cultures and authentic kefir grains, resulting in 16 different strains of live cultures. This diverse array of probiotics supports the richness of the gut microbiome, contributing to overall digestive health. Additionally, the presence of calcium in these products aids in maintaining a healthy gut environment. The meticulous formulation of these kefir products reflects Activia's commitment to delivering scientifically-backed benefits.

In response to the rising demand for fibre-rich foods, Activia has also introduced a new Fibre Berries and Cereals four-pack. This product aims to make it easier for individuals to incorporate more fibre into their diets, promoting overall wellbeing. Market research indicates that while one in four consumers actively seeks out fibre-rich foods, a staggering nine in ten do not meet the recommended daily intake of 30 grams. By launching this new fibre option, Activia addresses this gap, offering a convenient and tasty way to boost fibre consumption. The product will initially be available exclusively at Tesco before expanding to other retailers later in 2025.

Rachel Wright, head of marketing at Danone, expressed enthusiasm about the launch. She noted the strong interest from consumers in products that support gut health. The company's strategy focuses on providing options that not only taste great but also offer tangible health benefits. With the availability of these new products, consumers can now enjoy a wider variety of gut-friendly choices. The Activia Kefir Natural and Peach Passion Fruit variants in 345g pots are already available at Tesco and Ocado, priced at £2.00. Meanwhile, the Fibre Berries and Cereals four-pack (115g) will debut at Tesco by the end of March, retailing at £1.25.

These new product launches highlight Activia's ongoing efforts to innovate and adapt to changing consumer preferences. By introducing these gut-health-focused items, Activia reinforces its position as a leader in the yogurt and probiotic market. Consumers now have more options to support their digestive health, making it easier to integrate beneficial products into their daily routines. The strategic expansion of both the kefir and fibre ranges underscores Activia's commitment to delivering products that align with modern health trends.