Danone has launched Actimel Pro-Vital in Spain, a product the company claimed helps promote physical and mental vitality and combat fatigue.
Actimel Pro-Vital is enriched with ginseng and vitamins B9, B12, B6 and D. The product, which hit the shelves last week, was developed at Danone's R&D site in Barcelona and is produced in its factory in Valencia. Actimel Pro-Vital comes in packs of five in two varieties: original and 0% fat.
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Danone said it invested EUR3m (US$3.4m) in the development of the new product. The launch will be supported by an advertising campaign that encompasses TV and digital engagement. Singer and actress Ana Bethlehem and actor Dani Rovira will be the "faces" of Pro-Vital, Danone added.
