Danone is targeting consumers in the UK monitoring in their fibre intake with the launch of Activia Fibre.

“After the indulgence of Christmas, consumers are looking to make a fresh start to the New Year,” Blandine Stefani, marketing director at Danone’s UK business, said.

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The Activia Fibre pots contain 6.3g of fibre per serving, which amounts of 171.5g.

The Activia Fibre pots are available in selected supermarkets from this month, with an RSP of GBP0.99.

To support the new product, Danone is running a marketing across TV, digital and through “interactive experiential shopper pop-ups”, the company said.

The programme is the “biggest-ever digital push” for Activia in the UK, Danone added, with investment across social media and health and fitness apps.

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