Actimel for Kids combines a new recipe full of nutrients such as calcium, vitamins and L. casei live cultures with a fun bottle representing three new Actimel Heroes: AC, TI and Mel.
“Actimel for Kids will be supported by a multimillion pound launch campaign, including TV for parents and kids, sponsorship and PR, as well as strong in-store activation,” said Danone marketing director Blandine Stefani. “Kids make up 50% of Actimel’s consumption within families (Kantar Worldpanel Usage Data, Total Consumption, 24m/e August 2012), and we believe this exciting new range will appeal to kids and recruit new families to active health drinks.
“Parents want their kids to have a balanced diet, which isn’t always easy, but Actimel for Kids is a small, convenient, tasty yogurt drink that kids can have every day as part of their breakfast, lunchbox or as part of an after-school snack.
“What’s more, kids will love collecting the different characters, discovering their exciting world and joining them on their great adventures. By launching a specific Actimel Kids proposition, we can offer parents a product the kids will love and develop the brand’s strength among this key target audience.”
Served ready to drink in a 100g bottle, Actimel for Kids is available in packs of six with an RSP of £2.29 in the UK.
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