Actimel is launching a breakthrough new product range of Fruit & Veg Cultured Shots, marking a bold new venture for the brand as it steps into a new category. Having landed on juice and smoothie aisles across the UK and Ireland in late July, the shots aim to give those on-the-go a quick and convenient drink, which is tasty and can help to support the immune system.
Actimel Fruit & Veg shots are launching in three delicious flavours, each with a blend of specially selected fruits, one vegetable and on trend ingredient plus our signature fermented milk with L. Casei cultures:
- Strawberry, blueberry, blackberry, elderberry and chai spices
- Mango, orange, peach, mandarin, carrot and turmeric
- Apple, kiwi, pear, cucumber, spinach, spirulina and mint
All 3 flavours contain no added sugar and each shot is under 50kcal / 210 kJ.
Inès de Bodard, senior brand manager in the UK, said: “This launch is an exciting moment for Actimel and we see huge growth potential. We’ve seen that consumers today are time poor and want to balance everything life throws at them while maintaining a health-conscious diet and lifestyle. To do this, products in convenient formats that don’t compromise on taste and nutrition are key: Each shot contains 5 selected fruits and vegetables, fermented milk packed with L. Casei cultures as well as vitamins D & B6, which help support the normal function of the immune system. All of this in a shot format under 50 calories, without added sugar.”
The launch of Actimel Fruit & Veg Cultured Shots is being supported by a huge nationwide media campaign, encompassing OOH, experiential, influencer activation and digital. The brand will also activate ‘surprise and delight’ sampling across relevant locations for their target audience to dial up the convenience of the shot.
Craig Read, sales director, said, “Smoothies are a popular space, particularly among millennial and younger audiences. As lives become increasingly lived on the go, shoppers are looking for products that can meet their fast-paced lifestyle but that are beneficial to their wellbeing and we’re really looking forward to capitalising on this unique position in the juice category. We are delighted therefore to offer Actimel Fruit & Veg cultured shots from the start in both on-the-go & take-home formats – goodness which can be enjoyed everywhere”
Actimel Fruit & Veg Cultured Shots have been available in all stores in Ireland since late July, while consumers in the UK have seen them in Ocado and wider convenience stores from the 29 July. Major retailers will stock them from September onwards.
A six pack of shots has an RRP of £3.49 and will be available to purchase in grocery stores. The RRP for single bottles is £1.25 for on-the-go.