DANONe is targeting the after-dinner market with a new launch: Activia Intensely Creamy.
● The launch comes as a response to research which showed the brand under-indexing in the post-evening meal period, even though this was the most common time for people to feel bloated.
● Each pot has under 3% fat but has the benefits of the core Activia brand.
● The dessert is available in sumptuously strawberry, luscious cherry, zesty lemon and peaches & cream flavours.
● Multipacks of four pots have a rrp of £1.99.
● The launch will be supported by half-price promotions or £1 for four-pack deals.
● TV advertising will begin on October 16 and Danone is committing £2.5m to the launch this year, in addition to the £12.5m spent in the entire Activia brand throughout 2008.
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