Danone-owned yogurt brand Activia is launching three new products this March to extend its kefir and fiber ranges to help consumers' gut health.
A new larger size of Activia Kefir Natural, and a new larger size of Activia Kefir Peach Passion Fruit, are being introduced. These will form part of the current Kefir range, which consists of Activia Kefir Natural and Strawberry pots, and Activia Kefir Natural and Strawberry drinks.
Activia's Kefir line includes a special combination of 4 billion live cultures and true kefir grains, which creates 16 strains of live cultures that support the diversity of the gut microbiome. It also has calcium, which supports a healthy gut.
"Following increasing consumer demand for high-fiber foods, Activia is extending its Fibre range. The introduction of the new Activia Fibre Berries and Cereals four-pack will enable consumers to easily add more fiber to their diet, helping to promote general wellbeing."
As per Coherent Market Insights, the kefir industry is expected to grow at a CAGR of 6.7% during the forecast period 2025 to 2032 due to increasing awareness among consumers and transition towards plant based and probiotic products. The industry is expected to be worth US$ 5.11 Bn by 2032.
The global kefir industry is poised to grow at a significant rate over the coming years. The industry is driven by increasing health consciousness among consumers and a rising preference for probiotic foods says CMI’s senior management consultant Yash Doshi.
In addition, the study has shown that four out of every ten consumers are specifically looking for foods that are high in fibre, even though nine out of every ten consumers are not consuming their daily recommended 30g per day of fibre.
Rachel Wright, marketing director at Danone, stated: "We've had good demand for our Kefir and Fibre lines as consumers become more aware of the gut health benefits of these brands. We're looking forward to launching these new flavors and formats to market as we continue to offer consumers tasty and healthy choices to help them maintain their gut health."
Activia Kefir Natural and Activia Kefir Peach Passion Fruit 345g pots are available in Tesco and Ocado with an RRP of £2.00. The Activia Fibre Berries and Cereals four-pack, 115g, meanwhile, will be a Tesco exclusive by 31 March, priced at an RRP of £1.25, before rolling out into other stores and supermarkets later in 2025.
Source: FOODBEV MEDIA
