'We must help consumers make healthy choices’: Danone targets young active consumers with Activia fiber-enriched yogurts

According to the British Nutrition Foundation, it is recommended that adults consume 30g of fiber per day – but on average, this intake comes up to around 20g a day. Foods such as oats, beans, pulses, wheat and some fruit and vegetables are good sources of fiber and can contribute to improving gut health and preventing conditions such as type-2 diabetes and heart disease. Meanwhile, dairy is a good source of protein and a wide range of vitamins and minerals, making a case for blending the two together for a meal that can provide multiple gut-enriching benefits. This is the aim of Activia, which has recently released fibre-enriched yogurt to cater for UK consumers who are looking to address the lack of fiber in their diet. Of course, this isn’t the first product of its kind released by the Danone brand, but it’s one that arrives at what the firm says is a ‘crucial time’ for the whole industry. “Research shows that 91% of people still don’t eat enough fiber in the UK1, so there is a real need to offer new ways for consumers to increase their intake of this carbohydrate,” said Rachel Wright, head of marketing at Danone UK & Ireland. “UK guidelines recommend that we should be aiming to consume at least 30g of fiber a day, so the launch of our new Activia Fibre range comes at a crucial time in the industry following the paucity of fibre intake amongst UK adults in a tasty way.” A subrange of the brand’s existing line of gut-enriching yogurts, the new line comprises three flavors: Walnut and Oats, Apple and Cereals, and Muesli. It’s launching on Amazon Fresh and in-store at Waitrose from June 25. Nutritionally, the new products have a level of fat and sugar similar to the core Activia core range, and there’s 2.3g of fiber in each pot. “During testing, we ran a study to truly understand what the optimal product range would be for our consumers,” Wright explained. “We tested a total of 13 different flavour variants, each with different profiles with the ambition to ensure we delivered on maximum taste appeal. The final three flavours we developed overperformed on all metrics including relevancy and shopper purchase intent.” While the company’s Breakfast Pots, which are also high in fiber, target the on-the-go consumer, this new subrange is more tailored towards health-conscious shoppers actively looking to complement their diet with healthy options. “Activia Fibre targets younger, health-conscious consumers, who are looking for little ways to help them to increase their fibre intake in a tasty convenient way at breakfast time,” Wright told us, adding: “Consumers are more health conscious today than they ever have been. Research commissioned by Danone UK & Ireland reveals that 94% of UK consumers try to eat healthily and pay attention to the food they eat all, or at least some, of the time. “As an industry, we must continue to help consumers to make healthy choices by offering products that are both tasty and nutritious.” – Rachel Wright, Danone UK&I “All of our products provide a source of calcium, which supports gut health, by contributing to the normal function of digestive enzymes,” she added. Americans are also starved of fiber The British are not the only ones not getting enough fiber in their diet – Americans are also lacking in their intake, according to research. The American Society for Nutrition states that just 7% of adults meet fiber recommendations, based on data from 14,600 US adults who participated in the National Health and Nutrition Examination Survey between 2013 and 2018. Health guidelines recommend eating 14g of fiber for every 1,000 calories consumed daily. On average, women in the study consumed just 9.9 g/1,000 kcal and men consumed 8.7 g/1,000 kcal. Among those with diabetes, women consumed 10.3 g/1,000 kcal and men consumed 9.6 g/1,000 kcal, higher than average but still falling short of recommendations.”2 To get the right amount of fiber, the typical woman should aim for about 25 grams (for a 2,000 calorie diet), while men should aim for 38 grams (for a 2,500 calorie diet), with lower targets for those over age 50. “The Dietary Guidelines for Americans has reported that more than 90% of women and 97% of men do not meet recommended intakes for dietary fiber,” said Wright. “In the UK, it is recommended to eat 30g of fibre per day. The reality is that most people are not getting enough, and in many cases, nowhere near enough. Products that are a source of fibre such as yoghurt are an easy way to help incorporate more fibre in your diet.” Sources: 1. Action on Fibre | The Food & Drink Federation (fdf.org.uk) 2. Usual Dietary Fiber Intake According to Diabetes Status in US Adults: NHANES 2013-2018, 10.1017/S0007114523000089