Dannon(TM) Expands Probiotic Portfolio with New Activia(TM) Extensions

New Activia Drinks and Activia Fiber Bring Great Taste and Digestive Health Benefits to Broader Audience

WHITE PLAINS, N.Y., Feb. 23 /PRNewswire/ — The Dannon Company, Inc., announced today that it will expand the Activia brand, adding two new functional products to its probiotic portfolio. Both cultured fresh dairy products, Activia Dairy Drinks and Activia Fiber, both with Bifidus Regularis(TM), have the same scientifically proven benefits of all Activia products, which are scientifically proven to help with slow intestinal transit when eaten daily for two weeks, as part of a balanced diet and healthy lifestyle(1). Occasional digestive issues are a source of daily discomfort for a large proportion of the population, and the psychological and physiological consequences on the quality of life should not be underestimated.

“Activia Fiber and Activia Drinks extend the great taste as well as the nutritional and clinically proven digestive benefits of the leading probiotic yogurt to even more Americans by making Activia available in formats and textures that appeal to more people,” said Marc Jove, Senior Vice President of Marketing for Dannon. “The U.S. is still an emerging yogurt market, as Americans consume about 75 percent less yogurt per person than people in other countries, such as France and Spain, where the benefits of healthy bacteria and maintaining health through food are better known and embraced. With the launch of Activia Fiber and Activia Drinks, Dannon will continue to encourage the enjoyment of delicious cultured fresh dairy products with proven benefits to a growing number of Americans.”

Since its launch in the U.S.A. in 2006, Activia has become one of the largest yogurt brands in the market. Dannon and Activia have sought to educate Americans about the benefits of probiotics. Probiotics are defined as live microorganisms that, when consumed in sufficient quantity, provide a health benefit beyond basic nutrition. Globally, available in more than 30 countries, Activia is more than a $2 billion brand. All Activia products, including Activia Dairy Drinks and Activia Fiber, contain the unique and proprietary probiotic culture Bifidus Regularis(TM).

Activia Drinks are designed specifically for the “on-the-go” consumer in a convenient single-serve bottle. The drinkable Activia is available in four-packs in the following flavors: peach, mixed berry, strawberry, and vanilla.

Activia Fiber provides a good source of fiber with three grams in every four-ounce serving. Activia Fiber contains cereal pieces for great texture and a distinctive taste, and is available in the following flavors: strawberry with cereal, vanilla with cereal, and peach with cereal. Both Activia Fiber and Activia Drinks will be available at most retail locations nationwide by mid February.

About The Dannon Company, Inc.

The Dannon Company is America’s founding national yogurt company and continually leverages its expertise to develop and market innovative cultured fresh dairy products in the United States. Headquartered in White Plains, NY, Dannon has plants in Minster, OH, Fort Worth, TX, and West Jordan, UT and produces approximately 100 different types of flavors, styles and sizes of cultured fresh dairy products. Dannon is a subsidiary of Groupe Danone, one of the world’s leading producers of packaged foods and beverages, and Dannon is the top-selling brand of yogurt products worldwide, sold under the names Dannon and Danone.

With a strong commitment to high-quality, wholesome, nutritious and innovative products, The Dannon Company is committed to encouraging healthy eating and healthy living. Groupe Danone is a recognized leader for its contributions to nutrition and health and was ranked best in class in a 2008 JPMorgan & Insight Investment study about the response of the world’s largest food companies to obesity and health-related concerns. This commitment is also illustrated through The Dannon Company’s support of the Dannon Institute, an independent, non-profit foundation dedicated to promoting research, education, and communication about the links between nutrition, diet and health. For more information, please visit www.dannon.com.

(1) Scientific evidence available/on-file at http://www.activia.us.com/healthcare.asp

    For more information please contact:

    Elizabeth Gaines                      Megan Parker
    Edelman                               Edelman
    (212) 704-4476                        (212) 819-4847
    Elizabeth.Gaines@Edelman.com          Megan.Parker@Edelman.com

SOURCE The Dannon Company, Inc.