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Danone-owned yogurt brand Activia is expanding its kefir and fibre ranges to support consumers' gut health, with three new products launching this March.

A larger format of Activia Kefir Natural, along with a new flavour and larger format of Activia Kefir Peach Passion Fruit, are being launched. These will join the existing Kefir portfolio, which includes Activia Kefir Natural and Strawberry pots, as well as Activia Kefir Natural and Strawberry drinks.

Activia’s Kefir range features a unique blend of 4 billion live cultures and authentic kefir grains, resulting in 16 different strains of live cultures that help support the diversity of the gut microbiome. It also contains calcium, which contributes to a healthy gut."

"In response to growing consumer demand for high-fibre products, Activia is expanding its Fibre range. The launch of the new Activia Fibre Berries and Cereals four-pack will make it easier for people to incorporate more fibre into their diets, supporting overall wellbeing.

Kantar research has revealed that one in four consumers are actively seeking fibre-rich foods, despite the concernig fact that nine in ten consumers are not eating their daily recommended intake of fibre of 30g per day.

Rachel Wright, head of marketing at Danone, said: “We’ve seen strong demand for our Kefir and Fibre ranges as consumers become increasingly aware of the gut health benefits of these products...We’re excited to bring these new flavours and formats to market as we continue to provide consumers with delicious and nutritious options to support their gut health.” 

Activia Kefir Natural and Activia Kefir Peach Passion Fruit in 345g pots are now available at Tesco and Ocado, with an RRP of £2.00. Meanwhile, the Activia Fibre Berries and Cereals four-pack (115g) will be exclusively available at Tesco by 31 March, with an RRP of £2.75, before launching in other supermarkets and stores later in 2025.