The Activia Rebranding Includes a New Recipe and Packaging
Michael Hemsworth — March 19, 2024 — Lifestyle
References: danoneactivia & retailtimes
This Activia rebranding has been announced by Danone in the UK as part of the brand's initiative to keep the product relevant with today's consumer and also draw in those who are new to the brand. The yogurt now features a new recipe that prioritizes three benefits including digestive wellbeing support, daily nutrients and energy support assistance. The new recipes will be observed across the brand's core ranges, which will also be communicated to shoppers in the form of a new premium branding and on-pack information.
Head of Marketing at Danone Rachel Wright spoke on the Activia rebranding saying, "At Danone, we know that in today’s market consumers are looking for healthier options but are not willing to compromise on taste, which is why Activia’s rebrand will pull focus to the importance of the gut when it comes to overall wellbeing. The goal is to make it easier for consumers to understand the benefits of supporting gut health, and as the category leader, we will be utilising 37 years of science, research and development and product innovation to show that it is possible to support your health and wellbeing if you look after your gut health everyday.”
Head of Marketing at Danone Rachel Wright spoke on the Activia rebranding saying, "At Danone, we know that in today’s market consumers are looking for healthier options but are not willing to compromise on taste, which is why Activia’s rebrand will pull focus to the importance of the gut when it comes to overall wellbeing. The goal is to make it easier for consumers to understand the benefits of supporting gut health, and as the category leader, we will be utilising 37 years of science, research and development and product innovation to show that it is possible to support your health and wellbeing if you look after your gut health everyday.”
Trend Themes
1. Gut Health Awareness - Opportunity for brands to emphasize the importance of gut health in overall wellbeing with innovative recipes and packaging.
2. Digestive Wellbeing Products - Growing demand for products that offer digestive support, daily nutrients, and energy assistance, presenting opportunities for product development.
3. Premium Branding Strategies - Brands can leverage premium branding and on-pack information to communicate rebranded products' benefits effectively to consumers.
Industry Implications
1. Food and Beverage - In the food and beverage industry, companies can innovate by incorporating gut health benefits within their product offerings.
2. Health and Wellness - Health and wellness industry can tap into the demand for digestive wellbeing products by introducing new innovative solutions.
3. Marketing and Branding - Marketing and branding firms can explore opportunities in creating premium strategies to highlight the importance of gut health for consumer well-being.
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