Danone Activia Goes Solo

"The single pot format is perfect to grab and go when consumers may not have time to consider multipacks or just need a quick lunch or snack fix, the new pack format will also appeal to people who like to pick and mix flavours.

06 Oct 2009 --- This October Danone is adding an additional boost to its successful Activia functional yogurt brand with the launch of a single pot, fat-free yogurt with all the functional benefits of its mother-brand.

The product will come in 165g pots, and will be launched in four flavours: strawberry, cherry, raspberry, and peach.

Senior brand manger Angela McGee, explains "The single pot format will appeal to younger consumers, mainly 25 to 45 year-olds, as it fits in with their busy lifestyles.

"The single pot format is perfect to grab and go when consumers may not have time to consider multipacks or just need a quick lunch or snack fix.

"The new pack format will also appeal to people who like to pick and mix flavours rather than buy multipacks of one or two variants."

"We know that Activia sales over-perform amongst women in the 45 plus age group who suffer from digestive discomfort. However we also know that younger people can experience similar symptoms, so have launched Activia in a pack format that is relevant to this age group.

"The launch will broaden the appeal of Activia and build on what, by any measure, has been the huge success of the brand."

The launch will be supported by a £3.5m marketing campaign which includes heavy weight TV and outdoor advertising as well as in-store point of sale activity.

Launch promotions will include half price offers, BOGOFs, and four for £1 incentives. Consumers will be further encouraged to try Activia single pots through trial driving coupons.

The launch advertising will be on TV from October 19th with a series of advertisements which is targeted at a younger audience and will emphasise how easily the product will fit with their lifestyle.

Activia single pots have an RSP of 69p or alternatively will be on a permanent multibuy of four for £2. Twelve individual pots come in shelf ready trays.

Angela McGee comments, "We believe that the single pot will attract younger consumers to the Activia brand. The packaging format gives great flexibility to both multiple and convenience retailers alike as the product can be merchandised on the standard yogurts fixture or amongst grab and go products such as sandwiches and chilled snacks."