"activa" news and stories

We already know that probiotics are one of the hottest health buzzwords of the year, so it's no surprise to hear that Dannon, which was one of the first companies to actively promote probiotics in their products in the US with the launch of Activia, has some new products to add to their line. First up is Activia Light, a fat free version of the original yogurt. It has less sugar than the original and about 30% fewer calories per serving, but still comes in four fruity flavors: strawberry, raspberry, peach and vanilla.

There are also two other new items in Dannon's lineup. DanActive, a "probiotic dairy drink" which was released nationwide this month that is supposed to help strengthen the body's immune system. Danimals, a kids yogurt drink, is also being re-released with a new formulation that includes "he world's most researched probiotic culture for children, Lactobacillus GG (LGG)," which has been clinically shown to improve gastrointestinal and immune functions and contribute to good oral health.

Food manufacturers love bacteria, especially probiotic bacteria. The market for products that contain probiotics has really taken off in the past year in the US, after Dannon launched a line of yogurt, Activa, that included them as an aid to digestive regularity. The company's sales soared to over $100 million dollars and other producers quickly scrambled to work probiotics into their own lines, appealing to health-conscious consumers who are interested in improving their diets and lifestyle with food that is good for them, rather than by taking pills as supplements. In other words, probiotics appeal to the American consumer's growing interest in functional foods.

Probiotics are being called "this decade's oat bran," by trendspotters, who are referring to the fact that that grain rose quickly to popularity in the 1980s - and stayed there - when "it was shown to lower cholesterol levels." Oat bran ended up in everything for a very long period and it seems likely that probiotics will, too, provided that the companies that use them can get the same results from the live cultures than Dannon has. Known benefits include relief from irritable bowel syndrome, yeast infections, and diarrhea, but more claims are being made every day, suggesting "probiotics may help ward off everything from allergies to colon cancer."

For now, most probiotic products are dairy-based, including a TCBY frozen yogurt, StonyField Farm's upcoming dairy-based energy drink and Dannon's Activa and DanActive. There are soy milk products that contain probiotics and Kashi has put it into cereal.

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Dannon's new yogurt, Activa, contains a special bacterial culture known as Bifidus Regularis that helps to regulate the digestive tract. To help promote their new product, and perhaps to locate potential markets for this breakfast-food-come-Milk of Magnesia-competitor, Dannon commissioned a survey to determine the most irregular cities in America. The survey defined irregularity as not going to the bathroom for two or more days and found that the ten most irregular cities are:

1. Orlando, FL
2. Memphis, TN

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