The Actimel yogurt drinks brand from Danone has reformulated its whole 0% range, replacing it nationwide from April 1, now with no added sugar.

The launch will include existing varieties; Strawberry, Raspberry and Original as well as expanding the range by adding Multifruit.

Commenting on the change, brand marketing manager UK, Belgium, Ireland and Netherlands, Cynthia Finke said: “Actimel is continuously looking for ways to improve its offer and meet consumer needs. The trend and desire for more ‘health conscious’ options are as relevant as ever, and the new 0% fat, now with no added sugar range responds to this. We’re delighted with the results and we worked hard with consumers to ensure we’ve maintained the same delicious taste.

“The launch is aimed at maintaining fans of the brand, as well as attracting a new consumer base to the dairy drinks arena. We see this as a real growth opportunity for retailers particularly with the Multifruit NPD, which is one of our biggest selling flavours and has never before been available with low fat and sugar content.”

The launch is supported with a £1.2m investment across TV, digital and in-store shopper support. The TV ad will broadcast on primetime TV slots from April 16th with the Wake up, Shake Up, Stay Strong campaign. Digital activations will roll out using targeted marketing to ensure maximum engagement. This will also be accompanied by media ads.