Danone targets Millennial immunity with Activia+ Multi-Benefit Drinkable Yogurt launch
03 Mar 2022 --- Danone North America is releasing its Activia+ Multi-Benefit Drinkable Yogurt, which is marketed as offering immunity benefits. According to the company, 77% of adults are looking for specific foods and items to support their immune system, with yogurt topping the list at 44%.
“Activia+ was launched to meet the health- and wellness-conscious consumers that have a growing demand for products supporting the immune system,” Kallie Goodwin, vice president of family & wellness brands at Danone North America, tells NutritionInsight.
The drinks include billions of live and active bacteria to support gut health. The yogurt contains vitamins C, D and zinc to help maintain the immune system.
“As a part of the broader marketing strategy, we evolved Activia’s positioning to engage with a younger audience, as we know generations like Millennials are looking for health and functional benefits in their foods.”
Functional beverage sector growth
The perception of “healthy” is changing and Danone expects to see consumers continuing to prioritize investment in their health, explains Goodwin.
“Vitamins are trending in the consumer space with a particular interest in vitamins C, D and zinc – there’s been a 36% increase since the pandemic.”
“Our Activia+ comes at the perfect time as people are turning to functional foods and products for the extra support of their gut and immune system,” says Goodwin.
Each 3.1 oz bottle contains 9 g of sugar, 70 calories. Available flavors are strawberry, peach and raspberry.
Showcasing beverage benefits through a campaign
Danone has also created a new creative campaign, branded “A+ Feels,” to showcase the enhanced advantages of the nutrients in Activia+ for immune system support.
The campaign is aimed at younger generations of consumers interested in proactive health. The “A+ Feels” campaign is a continuation of the Activia “A to Z” campaign, previously launched by Danone.
The debut of Activia+, as well as the contemporary look and advertising tone of Activia, serve to meet the demand from the younger, health and wellness-conscious audience. National broadcast, digital, social media, shopper marketing and public relations will all be part of the integrated creative campaign.
Previously, Danone combated biotic misconceptions with a survey that found US customers seek immunity benefits. Also, a Danone executive told NutiritonInsight that the COVID-19 pandemic changed consumer perceptions of functional foods for the better.
By Nicole Kerr
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