Web Zap*Germs Archive

October 19, 2005

Danone to Launch Probiotic Activia Yogurt in US

Danone Activia packages as shown on the company's Czech website
After finding success in other nations, such as Poland, Turkey, Argentina and Morocco, Danone (makers of Dannon yogurt and Danactive probiotic drink) will introduce Activia probiotic yogurt in the USA during 2006, says
Danone said Activia's rapid success in different markets was partly a result of the group getting its message across to consumers effectively. Activia products contain a unique bacterial strain called Bifidus Essensis, which [Danone] says helps to improve digestion and keep the body healthy.

[Danone chairman Franck] Riboud said Danone had already presented its Activia probiotic range to US retailers, and the firm should be helped in the launch by a partnership with number-one food retailer Wal-Mart.
If Wal-Mart has agreed to carry a probiotic yogurt, the idea must really be ready for prime time. Which is good news, indeed.

It's curious the news report says that Activia contains Bifidus Essensis, since the Activia on sale in Canada doesn't contain that bacteria -- rather, it features the probiotics Lactobacillus bulgaricus, Streptococcus thermophilus and Bifidobacterium lactis.


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