Danone targets children and parents with Actimel for Kids launch
Danone has launched a new range of its Actimel yoghurt drink aimed specifically at the health drink company’s younger consumers.
The Actimel for Kids line, which has been designed to appeal to both children and parents, has a new recipe and each bottle features one of three new ‘Actimel Heroes’ AC, TI and MEL – the different nutrients found in the drink.
Blandine Stefani, Danone marketing director said that children now make up 50 per cent of Actimel’s consumption and that the brand hopes the new range will attract new families to active health drinks.
“Parents want their kids to have a balanced diet which is not always easy, but Actimel for Kids is a small, convenient, tasty yogurt drink that kids can have every day as part of their breakfast, lunchbox or as part of an after-school snack.
“What’s more, kids will love collecting the different characters, discovering their exciting world and joining them on their great adventures. By launching a specific Actimel Kids proposition, we can offer parents a product the kids will love and develop the brand’s strength amongst this key target audience.”
Actimel for Kids will be available in packs of six in supermarkets from August in Strawberry, Raspberry and Vanilla flavours.
A multi-million pound campaign including TV for parents and kids, sponsorship and PR, as well as in store activation will support the launch.