Activia expands its portfolio and launches a new range of drinking kefir designed from a unique mix of 16 types of cultures that contribute to the diversity of intestinal flora. The new products are available in three variants: natural, strawberry and blueberry, and the ones with fruit mark an innovation on the local market, being the only ones of this type on the shelves in Romania.
Activia Kefir combines kefir yeast and Bifidus Actiregularis in a mixture of 16 types of cultures, being a source of calcium that contributes to digestive well-being.
“The launch of the new Activia Kefir recipe comes at a special moment for us when we mark 25 years of Activia's presence on the Romanian market. During all this time we have remained close to consumers, and today we see a growing interest in products such as kefir, a product perceived as niche, but so relevant including for young generations. We are happy to bring this range to the market, in formats that are easy to integrate into the daily routine, with a pleasant taste and relevant benefits.”he stated Andreea Dumitrescu, Senior Brand Manager Danone Central Eastern Europe Activity.
The development of the Activia portfolio started from a real need, increasingly present in everyday life: care for a digestive well-being. According to the latest Danone* study, dedicated to digestive well-being, 47% of Romanians stated that they want to improve their digestion, but do not know how to do so. At the same time, 75% of respondents stated that they experience at least one intestinal disorder, and over half (52%) have digestive problems at least once a month.
Activia Kefir comes as an answer for consumers who are careful about the products they include in their daily diet, with easy-to-understand ingredients, in a friendly and easy-to-consume form, with a velvety texture, pleasant taste and variants for different preferences, being available nationwide.
*The study was conducted online, in collaboration with the NMS Hungary agency, on a nationally representative sample of 542 respondents aged between 18 and 70.
About Danone
Danone is a global food and beverage leader operating in three fast-growing and trending health-focused product categories: Fresh Dairy, Plant-Based Products, Waters and Specialty Nutrition. With a long-standing mission to bring health through food to as many people as possible, Danone aims to inspire healthier and more sustainable eating and consumption practices, while committing to measurable nutritional, social and environmental impact. Danone defined its Renew strategy to restore growth, competitiveness and long-term value creation. With more than 96,000 employees and products sold in more than 120 markets, Danone generated sales of €27.6 billion in 2023. Danone's portfolio includes leading international brands (Actimel, Activia, Alpro, Aptamil, Danette, Danio, Danonino, Evian, Nutricia, Nutrilon, Volvic, etc.) as well as strong local and regional brands (Aqua, Blédina, Bonafont, Cow & Gate, Mizone, Oikos and Silk).
About Danone Romania
Danone acquired the Miorița dairy factory in Bucharest in 1996 and produced the first yogurt in 1999 after 3 years of investment in its modernization and re-technology. Currently, 1 million yogurts are distributed to Romanian consumers, but also to 18 other European markets. Danone Romania annually processes over 65,000 tons of liters of 100% Romanian whole milk collected from 22 large farms and over 70 households.
Danone is present on the Romanian market with fresh dairy products (Danone, Activia, Danonino, Actimel), plant-based products (Alpro), as well as food products for babies and specialized nutrition (Aptamil, Milupa, Forticare).
Article sponsored by Danone
