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FoodBev Media
1 May 2008
Yakult launches loveyourgut.com website
*Yakult, the original probiotic drink, has created a new identity for its annual Gut Week campaign, ahead of its 10th anniversary with a new website: <1> * The original campaign was launched in 1999 in association with Core, the Digestive Disorders Foundation, and has since linked with other digestive experts such as The Gut Trust and St Mark’s Hospital, Harrow. It has reached over 310 million people in the previous nine years but Yakult believes the new identity, Love Your Gut, will help it reach even more.
“With one in three people in the UK regularly suffering from a digestive problem, millions are seeking gut advice on a daily basis,” said Yakult Managing Director Hiroyasu Matsubara.
The new identity, with a dedicated website and information packs, will provide the help and advice people need, whenever they need it.”
Gut Week
Gut Week will take place this year from 14-20 July but the new website for the campaign has already launched. The site offers accessible, practical help and advice on digestive health, helping people to overcome that first hurdle and start addressing their own gut health. In addition it provides tips on how to improve and maintain gut health through diet, exercise and lifestyle changes with advice from a range of experts.
“Many people only see the gut as functional and not something to consider as needing particular attention,” said Core Chief Executive Warren Alexander.
“However, we want to help people understand that it’s something to cherish and look after as with other organs. The gut can’t be replaced, so look after it well.”
A recent survey conducted by Yakult revealed that people were more likely to monitor weight gain, eyesight and dental health, than bowel and digestive problems. Worryingly, 46.3% of people would feel uncomfortable talking to their doctor about intimate issues such as digestive problems.
Amid the rise of conditions linked to the digestive system, it is vital that people appreciate the importance of digestive health, and the vital role that diet and lifestyle choices can play in maintaining a healthy digestive system. Bowel cancer is currently the second biggest cancer killer in the UK with 35,000 people being diagnosed with the disease each year, emphasizing the need for people to understand their digestive systems and do all they can to prevent gut-related illnesses from occurring.
Probiotics such as Yakult allow consumers to take a positive step in maintaining overall digestive health. Combined with a healthy diet, Yakult helps to maintain a beneficial balance of intestinal bacteria thereby contributing to a healthy digestive system.