The Dannon Company Announces the Introduction of Activia(R) Probiotic Yogurt in the U.S.

WHITE PLAINS, N.Y., Dec 22, 2005 /PRNewswire via COMTEX/ -- The Dannon Company, the U.S. fresh dairy unit of Groupe Danone, announced today plans for the U.S. introduction of Activia(R). Activia is the first and only probiotic yogurt that is clinically proven to help naturally regulate your digestive system in two weeks, when eaten daily as part of a healthy and balanced diet. Activia will be available nationwide beginning in January 2006.

Activia is already one of Groupe Danone's best-selling yogurt products globally, generating some 650 million Euros in 2004 sales in more than 20 countries, primarily in Europe and Asia. Globally, the brand achieved compounded annual sales growth of 24 percent between 2000 and 2004. Activia was first introduced in 1987 in France.

The probiotic yogurt and dairy drinks market is estimated today to be approximately $10 billion globally, and, although the market in the U.S. is relatively small today, the functional yogurt market is growing faster than 90 percent(1), driven largely by The Dannon Company's own DanActive(TM), a fermented probiotic dairy drink clinically proven to help strengthen the body's natural defenses. Probiotics, meaning "for life," are living microorganisms, which upon ingestion in sufficient quantities provide additional health benefits beyond basic nutrition.

"Dannon is the first name in yogurt in the U.S., and in bringing Activia and its benefits to the American marketplace we will continue to build our leadership with the next innovation in yogurt -- probiotics," said Juan Carlos Dalto, President and Chief Executive Officer, The Dannon Company. "Americans are increasingly looking to food for benefits beyond basic nutrition, and probiotics, such as Activia, and our other great tasting wellness products, including DanActive, do just this while accelerating growth in the already- expanding yogurt category. As a new product, Activia is unique in how it combines great taste and a clinically demonstrated benefit."

Dannon's U.S. launch of Activia will be supported by a large 360-degree marketing plan, including advertising, consumer promotions and in-store promotions that will begin in February 2006. Activia will be sold nationwide in the yogurt section of nearly all food retailers in six delicious flavors: Strawberry, Vanilla, Blueberry, Peach, Prune and Mixed Berry. Activia will be available in 4oz. 4- and 8-packs at a suggested retail price of $2.49 and $4.49, respectively.

Each 4oz. serving of Activia contains billions of beneficial cultures, including the exclusive Bifidus Regularis(TM). Dannon Activia with Bifidus Regularis is clinically proven to help naturally regulate your digestive system in two weeks when eaten daily as part of a healthy and balanced diet. Activia works by helping to reduce long intestinal transit time -- the time it takes food to pass through the digestive system. Clinical studies prove that Activia can help reduce transit time by up to 40 percent, depending on levels consumed and the demographic profile. For more product information about Activia, please visit on or after January 16, 2006, and for further research about probiotics, visit

The Dannon Company, Inc. is America's founding national yogurt company and continually leverages its expertise to develop and market innovative yogurt products in the United States. Headquartered in White Plains, N.Y., Dannon has plants in Minster, Ohio; Fort Worth, Texas; and West Jordan, Utah. The company produces and sells approximately 100 different types of flavors, styles and sizes of yogurt products. Dannon is a subsidiary of Groupe Danone, one of the world's leading producers of packaged foods and beverages, and Dannon is the top-selling brand of yogurt products worldwide, sold under the names Dannon and Danone. With a strong commitment to high-quality, wholesome, nutritious and innovative products, The Dannon Company, Inc. is committed to encouraging healthy eating and living and strives to innovate with one goal in mind: to create foods for families and individuals with their health and enjoyment in mind. For more information, please visit

(1) IRI, 52 weeks through 8/28/2005

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