Dannon Activia Sales Up
The arrow may be pointing down, but sales of Activia, Dannon's probiotic yogurt, are going up. According to IRISymphony market data, Activia sales hit $444m last year, compared to $383m in 2009 and $161m in its 2006 US launch year.
A softening in claims following a recent class action and Federal Trade Commission (FTC)-led do not seem to have dented consumer interest, with the essential Activia digestive health message having remained intact.
Current marketing for Activia has indirect digestive health statements, including “Love the way you feel” and “Take the 14-day Activia challenge” which promises to refund the cost of the product if customers aren’t happy with it.