| Type | Dairy |
|---|---|
| Owner | Danone |
Activia is a brand of probiotic dairy products owned by Danone (known as Dannon in the United States). Activia is marketed as a beneficial health product, with a focus on improved digestion for both men and women. Activia products contain the probiotic bacterium Bifidobacterium animalis DN 173 010, but Danone predominantly uses the trade names Bifidus Regularis or Bifidus Actiregularis. Activia is classified as a functional food designed to address digestive health. Danone claims that the Bifidobacterium animalis helps relieve digestive discomfort and irregularity. According to the website of the Federal Trade Commission (FTC), The Dannon Company settled allegations of false advertising in December 2010 without admitting a violation of law by agreeing in a settlement agreement to stop making the claim in advertising that yogurt relieves temporary irregularity or slows intestinal transit unless the claim is not misleading and the ad conveys that three servings of Activia yogurt must be eaten each day to obtain these benefits. The FTC's website also states that Dannon may claim that eating fewer than three servings a day of yogurt provides these benefits only if the company is relying on two well-designed human clinical studies substantiating that the claim is true. The FTC's website states that Dannon has agreed to pay the states $21 million to resolve these investigations.[1]
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Activia products are sold in more than 30 countries worldwide.[2] The product line is diverse and varies by country. Most Activia yogurts contain real fruit.
In the United States of America, the products include plain and flavored semi-solid yogurt in regular and "light" (fat free). There is also a fiber-enhanced yogurt with added cereal, a dessert variety and a bottled single serve yogurt drink. Recently Parfait Crunch was introduced, a 6oz variety with a granola topper. Packaging options include a 24 oz. pack that is not available in European markets. In addition to the usual fruit flavors, US markets have key lime.
In Britain, the variety includes semi-solid yogurts in more flavors: mango, fig and rhubarb, along with intensely creamy yogurt and yogurt with fruit layers. The equivalent to the US "light" series is "fat free."[3]
In France, semi-solid yogurt and yogurt with fruit layers are available. Unique flavours include coconut. The "light" series is marketed as "0%".[4]
In Romania, Bulgaria and Croatia, the products include semi-solid yogurts (plain, cereal, strawberry, peach and prune) and yogurt drinks (plain, cereal, strawberry-kiwi and cherry-vanilla).
In Spain, blackberry, strawberry, peach, plain cereal, natural, and kiwi are the most common; there are over 56 different flavours.
In Brazil, both yogurt and yogurt-like drinks are available. In addition to the usual worldwide fruit flavours are some unique varieties such as honey with carrot. The "light" line is marketed as "0%".[5]
In Russia, the products include yogurt, yogurt-like drinks and kefir, a drink traditionally popular in CIS countries. The fibre yogurt series includes three muesli flavors in addition to the cereal flavor also found in the UK. Drinkable yogurt variations include pineapple and dried apricot, among others.[6]
In the Republic of South Africa, flavours include pear, mango, dried apricot, kiwi, fibre and prune.
In the Republic of Korea, semi-solid yogurts are available in plain, strawberry, peach, prune, fat-free aloe, and sugar-free plain, while yogurts are available in plain, apple, grape, prune, fat-free blueberry and fat-free plain.[7]
A class action lawsuit filed in Los Angeles federal court on 25 January 2008, argued that Dannon's own studies failed to support its advertised claims.[8][9] In a statement in response to the lawsuit, Dannon stated that it "strongly disagrees with the allegations in the lawsuit" and that it makes all scientific studies about its products available to the public, following the established method of peer-review and publication.
In 2009, Dannon settled the lawsuit, agreeing to create a $35-million fund to reimburse consumers who bought its Activia and DanActive yogurts; Dannon spokespeople deny the claims of the lawsuit and admitted no wrongdoing as part of the settlement, which was agreed to in order to "avoid the distraction and expense of litigation."[10]
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