Dannon(TM) Expands Probiotic Portfolio with New Activia(TM) ... ( New Activia Drinks and Activia Fiber ...)

Dannon(TM) Expands Probiotic Portfolio with New Activia(TM) Extensions

Date:2/23/2009

New Activia Drinks and Activia Fiber Bring Great Taste and Digestive Health Benefits to Broader Audience

WHITE PLAINS, N.Y., Feb. 23 /PRNewswire/ -- The Dannon Company, Inc., announced today that it will expand the Activia brand, adding two new functional products to its probiotic portfolio. Both cultured fresh dairy products, Activia Dairy Drinks and Activia Fiber, both with Bifidus Regularis(TM), have the same scientifically proven benefits of all Activia products, which are scientifically proven to help with slow intestinal transit when eaten daily for two weeks, as part of a balanced diet and healthy lifestyle(1). Occasional digestive issues are a source of daily discomfort for a large proportion of the population, and the psychological and physiological consequences on the quality of life should not be underestimated.

"Activia Fiber and Activia Drinks extend the great taste as well as the nutritional and clinically proven digestive benefits of the leading probiotic yogurt to even more Americans by making Activia available in formats and textures that appeal to more people," said Marc Jove, Senior Vice President of Marketing for Dannon. "The U.S. is still an emerging yogurt market, as Americans consume about 75 percent less yogurt per person than people in other countries, such as France and Spain, where the benefits of healthy bacteria and maintaining health through food are better known and embraced. With the launch of Activia Fiber and Activia Drinks, Dannon will continue to encourage the enjoyment of delicious cultured fresh dairy products with proven benefits to a growing number of Americans."

Since its launch in the U.S.A. in 2006, Activia has become one of the largest yogurt brands in the market. Dannon and Activia have sought to educate Americans about the benefits of probiotics. Probiotics are defined as live microorganisms that, when consumed in sufficient quantity, provide a health benefit beyo
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