Activia is expanding its gut health portfolio with the launch of Activia Big Pot Natural and Big Pot Fibre, giving shoppers “new ways to build simple nutrition habits into one of the most important moments of the day, breakfast,” it said.
The launch comes as breakfast continues to drive growth within yogurt. As shoppers increasingly seek products that can be tailored to different tastes and needs, the majority now prioritise versality at breakfast, with the big pot format accounting for half of all yogurt consumed at this occasion, Activia said.
Designed with these changing habits in mind, the new format brings the brand’s creamy taste and texture and gut health credentials into a larger, multi-serve format for the whole household. Both are 400g in size, with the Natural priced at £2.25 RRP, and the Fibre at £2.50.
Purchase driver
Natalie Carnachan, head of category and commercial planning (dairy), Activia UK&I, said: “As health becomes an increasingly important purchase driver at breakfast, yogurts are perfectly placed to meet this growing consumer need, offering a convenient and nutritious option that can fit easily into a variety of routines.
“Demand for larger formats is also increasing, as consumers look for versatile products that can be tailored to different tastes and occasions.”
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