UK: Danone launches Actimel drink for kids
Danone hopes launch of product targeted at children will build on Actimel sales
Danone is launching an Actimel line targeted at children in the UK to build on consumption of the yoghurt drink among young people in the country.
Citing Kantar Worldpanel data, the dairy group said children make up half the Actimel consumption within families.
Danone has developed an Actimel for Kids range, consisting of three flavoured lines. Each flavour has a character Ac, Ti and Mel.
"By launching a specific Actimel Kids proposition, we can offer parents a product the kids will love and develop the brand's strength amongst this key target audience," Blandine Stefani, marketing director for Danone's dairy business in the UK, said.
Actimel for Kids is available in packs of six, with an RSP of GBP2.29 (US$3.84).
Actimel, the delicious yogurt drink, is now available in funky bottles designed especially for kids. New Actimel for Kids is available in Strawberry, Raspberry and Vanilla flavours; a tasty accompaniment to breakfast, lunch box or as part of an after-school snack.
Actimel for Kids combines a delicious new recipe full of great nutrients such as calcium, vitamins and L. casei live cultures with a fun bottle representing three new Actimel Heroes; AC, TI and MEL.
Blandine Stefani, Danone Ltd Marketing Director said: “Actimel for Kids will be supported by a multi-million pound launch campaign including TV for parents and kids, sponsorship and PR, as well as strong in store activation.
“Kids make up 50% of Actimel’s consumption within families Kantar Worldpanel Usage Data, Total Consumption, 24m/e August 2012, and we believe this exciting new range will appeal to kids and recruit new families to active health drinks. Parents want their kids to have a balanced diet which is not always easy, but Actimel for Kids is a small, convenient, tasty yogurt drink that kids can have every day as part of their breakfast, lunchbox or as part of an after-school snack.
“What’s more, kids will love collecting the different characters, discovering their exciting world and joining them on their great adventures. By launching a specific Actimel Kids proposition, we can offer parents a product the kids will love and develop the brand’s strength amongst this key target audience.”
Served ready to drink in a 100g bottle, Actimel for Kids is available in packs of six, perfect for the fridge, RSP £2.29 and available in supermarkets from August.
Original source: Danone
Danone SA - Strategy and SWOT Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings and ...
MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organi...
Danone is the number two French dairy company and it owes its status to a portfolio of world known and strong brands, including Danone and Activia. Danone is very well positioned to take advantage of ...
Al Safi Danone aims to strengthen its position in dairy in Saudi Arabia and GCC countries through the provision of fresh products and heavy investment in product innovation and marketing....
- M&A Watch - ConAgra should divest Commercial Foods
- 10 Things to Learn - JBS's acquisition of Moy Park
- What lies behind Ferrero's move for Thorntons?
- Focus: Will ConAgra sell own-label unit?
- Focus: Will synergies lift Ahold Delhaize in US?
- General Mills to axe 675-725 jobs
- China seizes meat from 1970s in latest scandal
- CMA "accepts" Muller's revised Dairy Crest offer
- Unilever, Nestle commit to half food waste by 2025
- 7-Eleven launches premium private label lines