It may have been discovered accidentally, but people have been eating yogurt since 6,000 B.C., according to the Dairy Farmers of Canada. Today, there are a wide variety of different types of yogurts and brands available at the grocery store, from low-fat to nonfat to Greek to yogurts with added fiber. Activia, made by Dannon, is similar to regular yogurt, but contains an exclusive strain of bacteria not found in any other yogurt.
What’s In Regular Yogurt?
Regular yogurt is a mixture of milk — whole, low-fat or skimmed — and cream that has been fermented by lactic acid-producing bacteria such as lactobacillus bulgaricus and Streptococcus thermophilus. Other strains of bacteria, such as acidophilus, may also be added. Regular yogurt is available plain or sweetened and with added ingredients such as fruit or vanilla flavoring. Varieties of yogurt include low-fat and nonfat.
What’s In Activia?
Activia contains many of the same ingredients found in regular yogurt such as milk, lactic acid-producing bacteria, including lactobacillus bulgaricus and Streptococcus thermophiles, sweeteners, fruit or flavorings and other additives. It is available in regular or light, Greek regular or light, with added fiber or as a drink. Activia also contains Bifidobacterium lactis DN-173 010, also known as Bifidus Regularis, which is the bacteria found only in Activia products.
How Activia become world No1 health Brand?
If you pay attention the phrase “activia,” your first thought might be of jamie lee curtis. You may additionally think of its dated commercials, wherein ladies bitch of abnormal digestion, and, well, poop. Danone launched activia, the probiotic yogurt that says to aid intestine fitness, within the usa in 2006.
Curtis have become the brand’s spokesperson the following year. The advert marketing campaign — touting activia’s position in retaining purchasers “ordinary” — stimulated a few ridicule, but it also boosted income. The brand has due to the fact that moved on from curtis, tapping other spokespeople through the years and editing the way it promotes its products.
These days, activia’s marketing campaigns are a far cry from what they had been a decade ago. A combination of recent commercials and evolving client traits have helped activia shed its picture as a spoofable digestive useful resource, and area it as a substitute in the stylish realm of well being and intestine health.
Up to now, it appears the strategy is operating. The emblem’s us sales grew from $472 million in 2019 to $506 million in 2021, according to the organisation. Activia may want to surpass light + healthy to come to be danone’s number one us yogurt brand this yr. But activia must be careful no longer to pressure away long-time clients who first picked up the product because they associated with curtis and her digestive lawsuits.
“It’s a very delicate move,” said Pedro Silveira, Danone North America’s president of yogurt. “We don’t want to alienate [our core customers],” he said. “But at the same time, we have to recruit new ones.”Pedro Silveira
When Activia arrive in the market?
When Danone first brought Activia to the US, it had to sell consumers on the concept of a probiotic yogurt. Probiotics are live organisms, including bacteria and yeast, that are found in yogurt and other products. Experts say that eating probiotics can help with digestion or other issues, but some studies have shown that there’s not much evidence to suggest that probiotics do all that much for the average consumer.
“Not all probiotics are created equal,” said Miguel Freitas, VP of health and scientific affairs at Danone. “Experts have suggested that most probiotics have strain-specific mechanisms of action which are linked to different benefits.”
On its website, Activia says that its yogurt “may help reduce the frequency of minor digestive discomfort,” such as “bloating, gas, abdominal discomfort and rumbling,” when eaten twice a day for a couple of weeks and paired with a healthy lifestyle and balanced diet.
With Curtis as its spokesperson, Danone distilled that information to a simple message: If you want to keep your bowel movements on track, eat Activia. In commercials, Curtis explained that eating Activia helped keep her regular. Sometimes, she was joined by other women who also complained of digestive issues.
Nobody talked outright about bowel movements, but the implication was clear.
It may seem like the whole thing was a big flop. But in fact sales were soaring. “In that particular moment, that campaign was very successful,Silveira said
But it wasn’t all smooth sailing — in 2010, the company, then known as Dannon, agreed to settle Federal Trade Commission charges of deceptive advertising. The FTC alleged that commercials stating that just one daily serving of Activia offered relief for irregularity were misleading.
“Dannon agreed to more clearly convey that Activia’s beneficial effects on irregularity and transit time are confirmed on three servings per day,” the company said in a statement at the time, according to a 2010 report from The New York Times. “The essence of Dannon’s advertising remains unchanged and will continue to be truthful and in compliance with all laws and regulations,” the company added.
Danone didn’t see the parodies of its campaign as a bad thing, Silveira said, noting that it’s possible to “benefit” from such attention, and use it to “engage in a positive conversation.”
Nonetheless, danone commenced transferring away from that type of messaging. Curtis worked with the brand through 2013. The subsequent 12 months, activia introduced a slate of new spokespeople, together with reba mcentire and laila ali. In preference to highlighting regularity, the brand new campaigns related consuming activia to having a “happy tummy.” that 12 months, the emblem also featured pop sensation shakira in a industrial. In july 2020, activia released a new advertising initiative centered on the buzzier, less unique ideas of intestine fitness and wellness.
“our aim is to connect to a younger target audience and illuminate how the intestine is the beginning area for so much approximately how we feel,” sonika patel, vp of advertising for danone north the usa, stated in a assertion on the time. “vibrant, fun and musical, our new route calls interest to how an awful lot of your daily life is affected by your intestine.”
the “a to z” industrial functions an acrostic track and a diverse roster of non-celebrities operating out, dancing, kissing and, of course, eating yogurt.
A few years ago, “we saw an opportunity to rejuvenate the logo,” said silveira, describing it as an evolution in preference to a rejection of that original curtis campaign concept. Danone examined the new advertisements to ensure they did not alienate customers, silveira brought.
The logo now points to the up to date marketing campaign as a growth driving force.
“you marketplace to what human beings want to be, now not necessarily what they may be,” stated bob samples, executive-in-house at western michigan college, where he teaches students about meals and client items advertising and marketing.
The way of life inside the commercials should sense aspirational to older purchasers, he said. “if i marketplace this at millennials, i’m probable grabbing the baby boomers.”