Actimel is moving into the shot drinks category with the introduction of its on-the-go fruit & veg cultured shots.
Available in the convenience channel now, the range is designed to offer consumers an alternative to other chilled juices and smoothies on the market.
The drinks come in three flavours:
- Strawberry, blueberry, blackberry, elderberry and chai spices
- Mango, orange, peach, mandarin, carrot and turmeric
- Apple, kiwi, pear, cucumber, spinach, spirulina and mint
Each one features a blend of specially selected fruits, one vegetable and Actimel’s signature fermented milk with L Casei cultures. The trio also contain no added sugar and each shot is under 50 calories.
Inès de Bodard, UK senior brand manager at brand owner Danone, said: “This launch is an exciting moment for Actimel and we see huge growth potential. We’ve seen that consumers today are time poor and want to balance everything life throws at them while maintaining a health-conscious diet and lifestyle. To do this, products in convenient formats that don’t compromise on taste and nutrition are key: Each shot contains 5 selected fruits and vegetables, fermented milk packed with L.Casei cultures as well as vitamins D & B6, which help support the normal function of the immune system. All of this in a shot format under 50 calories, without added sugar.”
The launch of Actimel fruit & veg cultured shots is being supported by a nationwide media campaign, encompassing out-of-home, experiential, influencer activation and digita content.
The brand will also activate sampling events at relevant locations throughout the rest of this year and across the UK and Ireland.
Craig Read, sales director at Danone, added: “Smoothies are a popular space, particularly among millennial and younger audiences. As lives become increasingly lived on the go, shoppers are looking for products that can meet their fast-paced lifestyle but that are beneficial to their wellbeing* and we’re really looking forward to capitalising on this unique position in the juice category. We are delighted therefore to offer Actimel Fruit & Veg cultured shots from the start in both on-the-go & take-home formats – goodness which can be enjoyed everywhere”
Actimel fruit & veg cultured shots come in single bottles (rrp £1.25) or multipacks of six (rrp £3.49).