Actimel reformulates whole 0% range with no added sugar


Actimel launches new range of 0% Fat, now with no added sugar but the same delicious taste. The popular yogurt drinks brand from Danone has reformulated its whole 0% range, replacing it nationwide from1 April, now with no added sugar. The launch will include much loved varieties; Strawberry, Raspberry and Original as well as expanding the range by adding Multfruit, one of the biggest selling flavours of the of entire Actimel portfolio.

Commenting on the renovation, brand marketing manager UK, Belgium, Ireland and Netherlands, Cynthia Finke,said; “Actimel are continuously looking for ways to improve our offer and meet consumer needs. The trend and desire for more ‘health conscious’ options are as relevant as ever, and the new 0% fat, now with no added sugar range responds to this. We’re delighted with the results and we worked hard with consumers to ensure we’ve maintained the same delicious taste.

“The launch is aimed at maintaining fans of the brand, as well as attracting a new consumer base to the dairy drinks arena. We see this as a real growth opportunity for retailers particularly with the Multifruit NPD, which is one of our biggest selling flavours and has never before been available with low fat and sugar content.

Available nationwide from April in UK & Ireland, the campaign is supported with a £1.2million investment across TV, digital and in-store shopper support. The TV ad will broadcast on primetime TV slots from 16 April with the Wake up, Shake Up, Stay Strong campaign. Digital activations will roll out on social using targeted marketing to ensure maximum engagement. This will also be accompanied by relevant media ads in top tier publications.

Actimel, 0% Fat now with no added sugar is available nationwide from April 1st 2018 in 8 packs (RRP; £3.24) and 12 packs (RRP; £4.29).