New Activia packaging in UK

6 October 2009 | By Anna Rudenko

This October Danone launches its Activia yogurt in the new single pot packaging in the UK market. The product will be offered to British consumers in 165g pots in addition to standard multipacks.

Four flavours will be affected: strawberry, cherry, raspberry and peach.

“The single pot format will appeal to younger consumers, mainly 25 to 45 year-olds, as it fits in with their busy lifestyles. The single pot format is perfect to grab and go when consumers may not have time to consider multipacks or just need a quick lunch or snack fix,” – said Angela McGee, senior brand manager for Danone.

A £3.5m marketing campaign supporting this launch includes TV and outdoor advertising as well as in-store point of sale promotion.

via Talking Retail

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Tags: Activia, dairy, Danone, food