Word: activia
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...managing director Tim York, "is that today it's a $7 billion market, and it's projected to be worth $20 billion by 2010." The big players include companies like Japan's Yakult and France's Danone (Dannon in the U.S.), which sell probiotic bacteria in yogurt. Dannon's Activia yogurt was launched in America in 2006 and passed $100 million in sales in its first year...
...Studies of probiotic products have found that some contain far fewer microbes than their makers claim; others contain no live bacteria at all. Earlier this year, Dannon was hit with legal action in California for allegedly exaggerating the benefits of Activia yogurt. The company rejected the accusation...
Probiotics have been around for a long time, mostly in the form of dietary supplements. They're also found naturally in foods like yogurt, buttermilk, sauerkraut and tofu. Recently, however, the Dannon Co. has been making a marketing splash with a yogurt line named Activia, which is fortified with extra bacteria. So far, this bet seems to be paying off, with more than $100 million in sales in the product's first year in the U.S. alone. Other companies are coming forward with probiotic yogurt drinks and fortified beverages, which are also finding a market. There is a fair body...
Danone has been one of the few companies to create "active" foods like yogurt touted as having health benefits thanks to the addition of patented probiotic bacteria. Activia, a yogurt with a strain of Bifidus bacteria, marketed as aiding digestion and eliminating bloating, accounts for $1.8 billion in sales worldwide...
...very subjective," says Michelle Barry, senior vice president for consumer trends at the Hartman Group, a health-market consulting and research firm. "Consumers talk about it differently depending on who they are and what they believe." Danone is sensitive to this. The French believe prunes help digestion, so Activia comes in prune flavor in France; the Chinese associate cucumbers with regularity, so in China it's cucumber-flavored. But Danone also insists its health claims are based on hard science. The company has founded 16 "Danone Institutes" to study nutrition. It filed 30 health-related patents last year and maintains...