Danone gives Activia a glow up for Gen Z

The brand has been associated with its digestive properties since launching close to two decades ago. Activia’s ads, which boasted its role in keeping America “regular,” was at times the point of online ridicule.

But as probiotic drinks, such as Olipop, become trendy, Activia is hoping to shed its previous image with a major brand refresh and a new offering called Activia Proactive that also speaks to consumer demand for protein. Activia Proactive offers 10 grams of protein and 3 grams of prebiotic fiber for gut health, Food Dive reports based on the CPG giant’s press release.

Beyond the new launch, Danone is reformulating the Activia Low Fat line to contain 25% less sugar and is revamping recipes with “simpler ingredients,” according to a statement. The company is adding “sleek new and modern packaging” across the Activia portfolio.

Danone has reported surging yogurt sales as more consumers on GLP-1 medications rely on the product for a convenient source of nutrition.