This month will see the gut health yogurt brand introduce a new, larger format of Activia Kefir Natural, as well as a new flavour and larger format of Activia Kefir Peach Passion fruit – both in 345g packs.
Activia’s Kefir range offers a blend of four billion live cultures and authentic Kefir grains, resulting in 16 different strains of live cultures that help increase the diversity of the gut microbiome which adds to the diversity of the gut microbiome, as well as calcium to support a healthy gut.
The two new products join the brand’s existing Kefir portfolio, including Activia Kefir Natural and Strawberry ‘spoonable’ pots (150g), as well as Activia Kefir Natural and Strawberry drinks (280g). Activia is growing its Kefir range in response to strong consumer demand since launching in September 2024.
The brand has also identified a demand for high fibre products, and has expanded its Fibre range with the launch of its new Fibre Berries and Cereals four pack in response. The multipack is positioned as an easier way for consumers to incorporate more fibre into their diets and support overall wellbeing.
According to Kantar research, one in four consumers are seeking fibre-rich foods, despite the fact that nine in ten consumers are not eating their daily recommended intake of fibre of 30g per day.
Rachel Wright, head of marketing at Danone, said: “We’ve seen strong demand for our Kefir and Fibre ranges as consumers become increasingly aware of the gut health benefits of these products.
“At Activia, we’re committed to support the nation’s gut health with delicious and innovative products that fill a real consumer need – from a Kefir that is both tasty and authentic, to a Fibre range that helps close the nation’s fibre gap.
“We’re excited to bring these new flavours and formats to market as we continue to provide consumers with delicious and nutritious options to support their gut health.”
Activia Kefir Natural and Activia Kefir Peach Passion Fruit in 345g pots are now available in Tesco and Ocado with an RRP of £2.00. Activia Fibre Berries and Cereals four-pack in 115g will be exclusively available in Tesco by March 31st with an RRP of £1.25 before launching in other supermarkets and stores later in 2025.
Meanwhile, need to catch up on recent NPD news from across the food and drink industry? Here are the launches we covered during February 2025.
