User:Solarys-fr/Activia

Activia

Activia is a brand of yogurt owned by Danone ("The Dannon Company" in the United States) and introduced in France in 1987. As of 2013, Activia is present in more than 70 countries and on all 5 continents. Activia is classified as a functional food, designed to improve digestive health.

Activia is marketed as a beneficial health product, with a focus on improved intestinal motility. Activia products contain Bifidobacterium animalis DN 173 010, a proprietary strain of Bifidobacterium, a probiotic which is marketed by Dannon under the trade names Bifidus Regularis, Bifidus Actiregularis, Bifidus Digestivum and Bifidobacterium Lactis. According to the WHO, probiotics are live microorganisms that, when consumed in sufficient quantity, provide a health benefit beyond that of basic nutrition. Probiotics play a positive role in reducing infections, regulating cholesterol levels and high blood pressure, stimulating digestive health, preventing obesity ...

Some marketing campaigns for Activia have resulted in litigation in Canada, Europe and the United States. The firm has settled out of court without admission of liability for wrongdoing.

The beginning of the research on bifidus
In 1899, Henry Tissier, a French pediatrician at the Pasteur Institute in Paris, isolated a bacterium characterised by a Y-shaped morphology ("bifid") in the intestinal flora of breast-fed infants and named it "bifidus". The scientist observed that these bifidobacteria were dominant in the gut flora of healthy babies. He thus noticed that when the bacteria were present in an infant's intestinal flora, the baby suffered less from gastrointestinal disorders. He therefore recommended treating infants suffering from diarrhea with the bacteria.

In 1907, Nobel prize winner, Elie Metchnikoff, deputy director at the Pasteur Institute, propounded the theory that lactic acid bacteria are beneficial to human health. He observed that the longevity of Bulgarian peasants was the result of their consumption of fermented milk products. Elie Metchnikoff also suggested that “oral administration of cultures of fermentative bacteria would implant the beneficial bacteria in the intestinal tract”.

Isaac Carasso, the founder of Danone, was aware of scientific advances that had been made by Metchnikoff with fermented milk. In 1919, Isaac Carasso began manufacturing yogurts using microorganisms provided by the Pasteur Institute and marketing them in pharmacies for children suffering from gastroenteritis. Over the years, yogurts became available in stores and supermarkets.

The birth of Activia
In the 1980s, Danone researchers took interest in bifidobacteria. They developed a specific strain that can survive in the acidic medium of yogurt. In addition to traditional yogurt bacteria, they decided to add a probiotic strain:Bifidus Actiregularis. Activia products thus contain Bifidobacterium animalis DN 173 010, a proprietary strain of Bifidobacterium, a probiotic which is marketed by Dannon under the trade names Bifidus Regularis, Bifidus Actiregularis, Bifidus Digestivum and Bifidobacterium Lactis. Danone launched Activia in France in 1987 under the "Bio" brand name.

Worldwide launches

 * 1987: launch of Activia in France
 * 1988: launch in Belgium, in Spain and in the United Kingdom
 * 1989: launch in Italy
 * 2002: launch in Russia, in Japan
 * 2003: launch in America
 * 2004: launch in Canada
 * 2005: launch in Africa, in China and in the United States.
 * 2011: launch in Australia . Activia is the first probiotic brand of yogurts sold in the United States.

From 2004 to 2006, Activia grew rapidly. Within 2 years, the brand was operating in 22 countries. In 2013, Activia products are sold in more than 70 countries.

From Bio to Activia
In 2006, a European Union law forced the group to drop the brand name "Bio" which was considered misleading for consumers since Bio yogurts contained no organic milk. Danone changed "Bio"-branded products to the "Activia" brand. In 2006, Bio became Activia in France and Spain.

In 2012, Activia celebrated 25 years in business.

Products in 2013
Since the original brand creation in 1987, a wide range of products have been launched. Activia products are sold with different textures (set or firm, stirred, drinkable...) in more than 70 countries worldwide and in flavors adapted to local consumer preferences. The product line varies by country. Most Activia yogurt contain real fruit.

United States

 * Activia: cherry, prune, strawberry banana, peach, mixed berry, blueberry, strawberry, vanilla
 * Activia Light: strawberry banana, key lime, raspberry, blueberry, peach, strawberry, vanilla
 * Activia Harvest Picks: cherry, mixed berry, peach, strawberry
 * Activia Breakfast Blend: apple cinnamon, maple and brown sugar, banana bread, vanilla
 * Activia Fiber: peach cereal, strawberry cereal, vanilla cereal
 * Activia Drinks: mango, peach, prune, strawberry, strawberry banana
 * Activia 24 oz. Tubs: vanilla light, plain, vanilla

Canada

 * Activia: blueberry, vanilla, raspberry, strawberry, strawberry rhubarb, prune, peach, cherry, lemon, plain unsweetened, plain sweetened, apple and blackberry
 * Activia source of fiber: strawberry kiwi cereal, red fruits cereal, peach cereal, vanilla cereal, blueberry cereal
 * Activia fat free: strawberry, vanilla, raspberry, peach
 * Drinkable Activia: strawberry, vanilla, mixed berry

Brazil
In Brazil, both yogurt and yogurt-drinks are available. In addition to the usual worldwide fruit flavors, honey with carrot is also available. The "light" line is marketed as "0%" fat.

Europe
In Bulgaria, Croatia, and Romania the products include semi-solid yogurts (plain, cereal, strawberry, peach and prune) and yogurt drinks (plain, cereal, strawberry-kiwi and cherry-vanilla).

In Finland the Activia brand includes fruit and natural yogurt as well as yoghurt drinks. Due to the high level of lactose intolerance in the Nordic region, lactose free forms of the yogurt are also sold.

In France, semi-solid yogurt and yogurt with fruit layers are available. Unique flavors include coconut. The "light" series is marketed as "0%" fat.

In Spain there are over 56 different flavors. Following a European law which forbids non-organic food to be labeled "Bio", Danone changed Spanish "Bio"-branded products to the "Activia" brand in order to comply with the law.

In Russia, the products include yogurt, yogurt drinks and kefir, a drink traditionally popular in Commonwealth of Independent States countries. The fiber yogurt series includes three muesli flavors in addition to the oat cereal flavor found in the US and UK. Drinkable yogurt variations include pineapple and dried apricot, among others.

United Kingdom and Ireland
In Britain and Ireland, the Activia range includes :
 * Fruit: mango, cranberry, fig, kiwi, apricot, prune, rhubarb, strawberry, cereals fiber, pear
 * 0% Fat Free: peach, cherry, forest fruit, mandarin, mango, blueberry, pineapple, raspberry, strawberry, vanilla
 * Single pot fat free: peach, cherry, raspberry, strawberry, banana toffee and biscuity bits, juicy pineapple
 * Fruit Layer: prune, raspberry
 * Natural : 500 Gram pot
 * Intensely Creamy Classics : raspberry, cherry, peaches, strawberry, lemon, vanilla
 * Intensely Creamy Temptations: caramel, coconut
 * Greek style: berries, lemon, honey
 * Breakfast pouring yogurt: natural, vanilla, strawberry.
 * Breakfast pots (with crunchy clusters): vanilla, honey, peach

Africa
In the Republic of South Africa, flavors include pear, mango, dried apricot, kiwi, fiber and prune.

Asia
In the Republic of Korea, semi-solid yogurts are available in plain, strawberry, peach, prune, fat-free aloe, and sugar-free plain, while yogurts are available in plain, apple, grape, prune, fat-free blueberry and fat-free plain.

Australia

 * 4-Pack: strawberry, natural, vanilla, fig, berries, mango
 * Dessert: strawberry shortcake, apple strudel, passionfruit cheesecake
 * Favourites: vanilla berries mango, berries strawberry blueberry
 * Large Tub: strawberry, vanilla
 * Pouring: strawberry, mango, natural, vanilla
 * Singles: berries, strawberry, mango

Market
With its launch in France in the 1980s, Activia pioneered the probiotic spoonable yogurt market. In 2006, consumers ate 185 cups of Activia yogurt every second.

In 2006, Activia sales reached $130 million, in the US alone. The following year, sales increased by 50% in the US market.

In 2009, sales of Activia reach €2.6 billion globally, with key markets in Europe and the United States. Activia's popularity in the United States is due to the growing public demand for natural products as well as the growing market of probiotics that came into vogue in the late 1990s.

In 2010, Activia dominated the probiotic dairy sector. The success of Activia has increased the health yogurt market.

Activia, Actimel and Danonino account for more than half of the total worldwide yogurt sales. Activia is a more than 2 billion-dollar brand which owes its success to the health benefit claim.

In 2011, Activia is the largest global fresh dairy brand in the world (Nielsen data). The probiotic yogurt market is valued at €4 billion.

Activia is present in more than 70 countries and is one of the major brands of the Danone Group.

The probiotics market
Activia products are considered as functional foods. These foods are enriched with probiotics and provide health benefits when consumed in adequate amounts. The positive effects depend on the specific strain, its dose.

In 2003, the probiotics (also called functional foods) market was worth $9.9 billion. These products are also heavily marketed and more expensive than non-probiotic dairy products.

In 2009, in United Kingdom, 60% of households regularly bought probiotic drinks. The market there is currently worth £164m per year.

Consumers are willing to pay for products that provide health benefits. Activia products, that are considered as functional foods, are priced about two dollars higher than other yogurts.

Innovation
In 2011, in Germany, Danone moved from polystyrene to PLA Ingeo, a new material for its Activia yogurt cup. This packaging is made of plastic from plants, not oil. To develop this innovative material, the French manufacturer worked closely with NatureWorks. Danone and NatureWorks also want to achieve the International Sustainability and Carbon Certification (ISCC) designation for this new Activia packaging. This packaging change has been implemented for about 80 % of the volume of all Activia products in the German market.

The aim of this switch is to reduce the packaging carbon footprint by 25% and to use 43% less fossil resources.

Communication
Since Activia's launch, the Danone Group focused Activia communication on probiotics and health benefits. The WHO defines probiotics as "live microorganisms which when administered in adequate amounts confer a health benefit on the host". Consumers bought Activia products mostly for its medicinal qualities.

In 2010, Dannon partenered with actress Jamie Lee Curtis to promote Activia products. On the screen, the audience could read "scientifically proven" to reduce irregularity. According to the brand, Activia "helps regulate your digestive system" when eaten on a daily basis. Danone used health claims as a marketing tool.

But Danone has been accused of deceptive advertising.

Further the US litigation and the EU health claims law, and just before the decision of the EFSA on Activia, Danone thus decided to change Activia communication and marketing. Advertising does not talk about health benefits anymore but about pleasure and taste. On Danone's website, one can read : "Drinking and eating are, first and foremost, a source of pleasure, and while the initial purchase of a product may be motivated by a health benefit, in the majority of cases, a repeat purchase is motivated by the taste".

Debates surrounding health claims on probiotic foods
Some experts say that there is evidence that probiotic strains reduce diarrhea, irritable bowel syndrome and duration of colds. But others argue that their benefits are not certain.

The US FDA pressed charges for false advertising.

According to Danone, Activia is based on 17 scientific studies. But according to CBS News, two of these studies were not statistically significant compared to the placebo groups and six others didn't show a statistically significant improvement in transit time.

The EU health claims law
In 2006, a European regulation demanded that health food companies come up with the scientific evidence to back their labeling and advertising. Member states were asked to submit health claims from manufacturers who had to wait for the approval of the European Food Safety Authority (EFSA). EFSA currently verifies all functional foods claims. Most of the time, EFSA rejects companies' claims due to the lack of scientific evidence.

In 2010, following a stream of negative opinions from EFSA for other health claims, Dannon decided to withdraw claims on Activia. Ads no longer refer to digestion improvement.

Litigation in 2010
In its marketing for Activia, Danone claimed that Bifidobacterium animalis relieves irregularity.

In the 2010 Activia TV commercials, a voiceover explains : "Activia eaten every day is clinically proven to help regulate your digestive system in two weeks”. Dannon said it had scientific evidence to back up its assertions.

But according to the Federal Trade Commission, commercials and claims on Activia packages are deceptive and Dannon exaggerates the yogurt's health benefits. In its 2010 charges against Dannon, the FTC stated that "Eating one serving of Activia daily is not clinically proven to relieve temporary irregularity and help with slow intestinal transit time". In fact, consumers must eat three servings of Activia each day to obtain health benefits.

In December 2010, The Dannon Company settled allegations of false advertising. In the settlement, Dannon dropped its claims of the health benefits of its Activia yogurt. The company thus agreed to stop advertising that Activia yogurt improves motility, unless the ad conveys that three servings must be eaten per day to obtain these benefits. Dannon therefore removed the words "clinically" and "scientifically proven" from Activia products.

Dannon agreed to pay US$21 million to 39 states that had coordinated investigations with the FTC. In response to a similar lawsuit in Canada, Danone agreed to settle the suit by paying compensation and modifying its advertising.

Class action in 2008-2009
A class action lawsuit filed in Los Angeles federal court on 25 January 2008, argued that Dannon's own studies failed to support its advertised claims. The class action suit accused Danone of mounting a massive false advertising campaign to convince consumers to buy Activia products because of their health benefits.

In a statement in response to the lawsuit, Dannon stated that it "strongly disagrees with the allegations in the lawsuit" and that it makes all scientific studies about its products available to the public, following the established method of peer-review and publication. According to the group:"All of Dannon's claims for Activia and DanActive are completely supported by peer-reviewed science and are in accordance with all laws and regulations".

In 2009, as a part of the settlement, Dannon agreed to create a $35 million fund to reimburse unsatisfied consumers who had bought its Activia and DanActive yogurts.

Dannon spokespeople deny the claims of the lawsuit and admitted no wrongdoing as part of the settlement, which was agreed to in order to avoid the distraction and expense of litigation., this fund has only paid out about US$1 million in reimbursements to consumers.

Litigation in Canada in 2009
In October 2009, Danone was sued in Quebec Superior Court over the nature of the health claims in its advertising. The company had asserted that Activia yogurt could improve digestion or prevent the common cold. In September 2012, the parties elected to settle the case; Danone agreed to modify its advertising claims, but was not forced to admit wrongdoing. Consumers who purchased Activia yogurt between April 1, 2009 and Nov. 6, 2012 had 90 days to request compensation between C$15 to C$50, based on the quantity purchased.