Danone hopes launch of product targeted at children will build on Actimel sales

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).

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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