News in Brief

Activia hopes to fizz up sales with live culture smoothies

By Nikki Cutler

- Last updated on GMT

Activia Live Culture Smoothies
Activia Live Culture Smoothies
Danone's yogurt giant Activia is entering the fermented food and drink category with new Live Culture Smoothies claiming to offer consumers a gut health boost.

Claimed to provide a boost of protein, fibre and calcium, the new smoothies provide consumers with a combination of Activia yogurt with added fruit and veg plus billions of live cultures to aid gut health.

Ben Kind, Activia’s brand manager, says the brand’s entry into fermented products will bolster the entire category.

“We are continually adapting our range of fermented products to ensure that we are meeting evolving consumer demands. We know that younger consumers in particular want both nutrition and convenience - rather than having to choose between one or the other…

 “This is big step change for Activia, entering into a new category and shelf position. We’re confident our brand credentials and fantastic new range will open up great potential to leverage the growth of fermented products.”

The new smoothies will launch in two flavours: orange fruit and veg with mango, peach, carrot, date and linseed; and red fruit and veg with strawberry, blueberry, beetroot, pomegranate, persimmon and chia seeds.

Lively sales

The global probiotics market​ is projected to reach USD 77.09 billion by 2025, according to a new repor​t by Grand View Research, Inc. 

In terms of product type, probiotic beverages emerged as the largest segment in 2018 with a revenue of USD 39.56 billion, according to the report.

"Cereal-based fermented beverages with probiotic content are being consumed extensively across the globe, thereby favouring the growth of the segment,"​ says Grand View Research. 

"In terms of ingredient, bacteria segment is expected to dominate the market throughout the forecast period. The growth of the segment is driven by the increasing employment of bacteria to maintain urogenital health/ vaginal health."