Danone had a big ambition for entering the UK dairy market. “We want to be Number 1 in dairy”. We love a challenge.
To achieve their objectives we had to be bold and that involved drawing the battle lines. We would let Muller own ‘pleasure’ and we would create a new sub category of healthy yoghurts. We built brand architecture around the idea of “healthy from the inside out” with all the range delivering a different functional benefit.
Activia and Actimel now have sales in excess of £350 million.