Dannon to mystify with 'Probiotic' Bacteria in the US

The American unit of French group Danone mounting a massive false advertising campaign to convince consumers to pay more for yogurt containing “probiotic” bacteria because of the products' health benefits.

The lawsuit, filed in a Los Angeles federal court, said Dannon's own studies failed to support its advertised claims that its Activia, Activia Lite and DanActive were "clinically" and "scientifically" "proven" to have health benefits that other yogurts did not. The lawsuit cited scientific reports showing, counter to Dannon's advertising, that there was no conclusive evidence that the bacteria prevented illness or was beneficial to healthy adults — and that Dannon knew this.

Activia, launched in the United States in 2006, and DanActive, launched in 2007, are expected to account for 40 percent or more of the company's U.S. yogurt business in 2008. Dannon has spent "far more than $100 million" to convey deceptive messages to U.S. consumers while charging 30 percent more that other yogurt products.