Danone's Activia Expands Portfolio with New Kefir Range to Promote Gut Health

This launch taps into the growing consumer interest in kefir, with Activia reporting a 49% increase in kefir-related searches over the past year. The range is designed to make gut health more accessible, whether at home or on the go.

The spoonable kefir comes in Natural and Strawberry & Raspberry flavors, while the drinkable version is available in Natural and Strawberry varieties. Rachel Wright, head of marketing at Danone, emphasized Activia's expertise, noting, "With over 37 years of fermentation experience, Activia has established itself as the UK's leading gut health yogurt brand. Expanding into the kefir market aligns naturally with our commitment to digestive wellness, offering consumers an accessible, affordable, and tasty option."

Wright added, "Our goal is to simplify the understanding of gut health benefits. With our new kefir range, we're excited to demonstrate that supporting your health and wellbeing can be an everyday habit."

Activia Kefir Drinks are available in 280ml single-serve bottles, while the spoonable kefir is launching in 150g two-packs. The products are rolling out in major UK supermarkets this month, with broader distribution expected by the end of the year.

Image by foodbev.com