Activia

Activia

Type	Dairy
Owner	Danone

Some of the Bifidobacterium animalis bacteria found in a sample of Activia yogurt.  The numbered ticks on the scale are 11 micrometres apart.

Lactobacillus bulgaricus, also from a sample of Activia yogurt.  Again, the numbered ticks are 11 micrometres apart.

Streptococcus thermophilus, also from the same sample of Activia yogurt.  Numbered ticks are 11 micrometres apart.

Activia is a brand of yogurt owned by Danone (known as Dannon in the United States). Activia is marketed as a beneficial health product, with a focus on improved intestinal motility. Activia products contain Bifidobacterium animalis DN 173 010, a proprietary strain of Bifidobacterium, a probiotic which is marketed by Dannon under the trade names Bifidus Regularis, Bifidus Actiregularis, Bifidus Digestivum and Bifidobacterium Lactis. Activia is classified as a functional food, designed to improve digestive health.

In its marketing for Activia, Danone claimed that Bifidobacterium animalis relieves irregularity. In December 2010, The Dannon Company settled allegations of false advertising, without admitting a violation of law^{[citation needed]}. In the settlement, Dannon agreed to stop advertising that Activia yogurt improves motility, unless the ad conveys that three servings must be eaten per day to obtain these benefits. Dannon agreed to pay $21,000,000.00 US dollars to 39 states that had coordinated investigations with the FTC.

Variations of products worldwide

Activia products are sold in more than 30 countries worldwide. The product line varies by country. Most Activia yogurts contain real fruit.

North America

In the U.S., Activia lowfat yogurt includes 8 flavours; blueberry, cherry, mixed berry, peach, prune, strawberry, strawberry-banana and vanilla. Activia Light is made in blueberry, key lime, peach, raspberry, strawberry, strawberry-banana and vanilla, with less fat and sugar. Activia Harvest Picks comes in cherry, mixed berry, peach and strawberry. Activia Selects Greek, a thicker, Greek-style strained yogurt comes in blueberry, pomegranate berry, strawberry and vanilla. Activia Selects Parfait, with added granola, comes in mixed berry, peach, strawberry and vanilla. Activia Dessert is a yogurt-based dessert which comes in blueberry and strawberry cheesecake, and peach cobbler. Activia Fiber comes in peach cereal, strawberry cereal and vanilla cereal, with added oat fibre. Activia Drinks comes in mango, peach, prune, strawberry and strawberry-banana. Stonyfield Organic Activia comes in strawberry and vanilla. Packaging options include a 24-ounce pack not available in European markets.

United Kingdom and Ireland

In Britain and Ireland, the Activia range includes Fat Free (cherry, forest fruit, mandarin, mango, blueberry, pineapple, raspberry, strawberry, vanilla) Fiber (natural, with fibre), Fruit (mango, cranberry, fig, kiwi, apricot, prune, rhubarb, strawberry), Fruit Layer (prune, raspberry) and Natural (500 Gram pot). It also comes as Activia Pouring Yogurt (strawberry), Activia Intensely Creamy (caramel, raspberry, cherry, peaches and cream, strawberry, lemon, mango, vanilla) and Activia Snackpot (cherry, mango, peach, raspberry, strawberry).

France

In France, semi-solid yogurt and yogurt with fruit layers are available. Unique flavours include coconut. The "light" series is marketed as "0%".

Romania, Bulgaria, Croatia

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).

Spain

In Spain there are over 56 different flavours.

Brazil

In Brazil, both yogurt and yogurt-drinks are available. In addition to the usual worldwide fruit flavours are honey with carrot. The "light" line is marketed as "0%".

Russia

In Russia, the products include yogurt, yogurt drinks and kefir, a drink traditionally popular in CIS countries. The fibre yogurt series includes three muesli flavours in addition to the oat cereal flavour found in the US and UK. Drinkable yogurt variations include pineapple and dried apricot, among others.

South Africa

In the Republic of South Africa, flavours include pear, mango, dried apricot, kiwi, fibre and prune.

South Korea

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.

Criticism

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. 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.^{[citation needed]}

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."

External links

• whatisbifidusregularis.org/ - An analysis of the terms Bifidus Actiregularis, Bifidus Regularis, Bifidus Digestivum, L. Casei Immunitass and their variants, as well as the marketing strategy, and information about the potential health benefits of live yogurts.
• Danone - The manufacturers of Activia
• Dannon, as Danone is known in the U.S.
• nbc.com - Saturday Night Live skit regarding Activia's laxative effects.