{{short description|French yogurt brand}} {{Use dmy dates|date=November 2019}} {{Infobox brand | name = Activia | logo = Activia logo.png | logo_size = 200 | image = | image_size = 150 | caption = A Russian Activia bottle | producttype = Dairy | currentowner = Danone | producedby = | country = France | introduced = {{start date and age|1987}} | discontinued = | related = | markets = | previousowners = | trademarkregistrations = | ambassadors = | tagline = | website = {{URL|https://www.activia.us.com/|activia.us.com}} | module = <!-- or: misc --> | module1 = <!-- or: misc1 --> | footnotes = }} '''Activia''' is a brand of yogurt owned by Groupe Danone ('''Dannon''' in the United States) and introduced in France in 1987. As of 2013, Activia is present in more than 70 countries and on 5 continents. Activia is classified as a functional food,<ref>{{cite journal|url=http://www.who.int/bulletin/volumes/87/9/09-020909/en/index.html |archive-url=https://web.archive.org/web/20090906215642/http://www.who.int/bulletin/volumes/87/9/09-020909/en/index.html |url-status=dead |archive-date=6 September 2009 |title=Europe puts health claims to the test|journal=World Health Organization|date=September 2009}}</ref> designed to improve digestive health.<ref>{{cite journal|url= http://www.brandchannel.com/home/post/2010/12/16/Danone-Activia-FTC.aspx|title=Activia, Deactiviated: FTC Forces Dannon to Modify Claims|journal=Brand Channel|date=December 2010}}</ref>
In the 1980s, Danone researchers took interest in bifidobacteria. They developed a specific strain that can survive in the acidic medium of yogurt. In addition to traditional yogurt bacteria, they decided to add a probiotic strain. Activia products thus contain ''Bifidobacterium animalis DN 173,010'', a proprietary strain of Bifidobacterium, a probiotic which is marketed by Dannon under the trade names ''Bifidus Regularis'', ''Bifidus Actiregularis'', ''Bifidus Digestivum'' and ''Bifidobacterium Lactis''.<ref name="What is Bifidus Regularis">{{cite journal|url=http://whatisbifidusregularis.org/comment-page-2/|title=What is Bifidus Regularis|journal=What is Bifidus Regularis?}}</ref> Danone launched Activia in France in 1987 under the "Bio" brand name.<ref name="dauphine.fr">{{cite journal|url=http://www.dauphine.fr/fileadmin/mediatheque/edogest/pdf/Cahiers_de_recherche/CR372-AimeLai.pdf|title=Substitution by an Unknown Target Brand ?|journal=Centre de Recherche DMSP|date=April 2008}}{{Dead link|date=August 2013}}</ref> The claims of health benefits have led to lawsuits in the European Union, Canada, and the United States, all of which have resulted in Danone having to modify their advertisement and pay compensations to customers.<ref name="guardian.co.uk"/><ref name="TorontoStar1" />
==Introductions into new countries==
* 1987: France * 1988: Belgium, Spain, and the United Kingdom * 1989: Italy * 2002: Russia, Japan * 2004: Brazil, and Canada * 2005: Africa, China, and the United States<ref>{{cite journal|url=http://www.dairyreporter.com/Ingredients/Danone-to-launch-probiotic-Activia-in-US|title=Danone to launch probiotic Activia in US|journal=Daily Reporter|date=October 2005}}</ref> * 2009: South Korea * 2011: Australia<ref>{{cite journal|url=http://www.foodnavigator-asia.com/Markets/Danone-debuts-probiotic-yoghurt-Activia-in-69th-country-Australia|title=Danone debuts probiotic yoghurt Activia in 69th country: Australia|journal=Food Navigator Asia|date=May 2011}}</ref>
By 2006, the brand was operating in 22 countries. In 2013, it was sold in more than 70 countries.<ref name="fidelityilf.com">{{cite journal|url=http://www.fidelityilf.com/market_news/investing-bottom-up/healthy-food-sales.html|title=Healthy food sales in fast-growth markets|journal=Fidelity Worldwide Investment|year=2010}}</ref>
== Products in 2013 == Activia products are sold with different textures (set or firm, stirred, drinkable, etc.) and inflavors adapted to local consumer preferences. The product line varies by country. Most Activia yogurts contain real fruit.
=== America ===
==== United States ==== * ''Activia'': a yogurt that consists of cherry, prune, strawberry banana, peach, mixed berry, blueberry, strawberry, vanilla<ref>[http://www.activia.us.com/probiotic-yogurt/ Activia US]</ref> * ''Activia Light'': strawberry banana, key lime, raspberry, blueberry, peach, strawberry, vanilla * ''Activia Harvest Picks'': cherry, mixed berry, peach, strawberry * ''Activia Breakfast Blend'': apple cinnamon, maple and brown sugar, banana bread, vanilla * ''Activia Fiber'': peach cereal, strawberry cereal, vanilla cereal * ''Activia Drinks'': mango, peach, prune, strawberry, strawberry banana * ''Activia 24 oz. Tubs'': vanilla light, plain, vanilla
==== Canada ==== * ''Activia'': blueberry, vanilla, raspberry, strawberry, strawberry rhubarb, prune, peach, cherry, lemon, plain unsweetened, plain sweetened, apple and blackberry<ref>{{cite web |url=http://www.danone.ca/en/products/activia/ |title=Activia Canada |access-date=11 April 2013 |archive-url=https://web.archive.org/web/20130421111818/http://www.danone.ca/en/products/activia |archive-date=21 April 2013 |url-status=dead |df=dmy-all }}</ref> * ''Activia source of fiber'': strawberry kiwi cereal, red fruits cereal, peach cereal, vanilla cereal, blueberry cereal * ''Activia fat free'': strawberry, vanilla, raspberry, peach * ''Drinkable Activia'': strawberry, vanilla, mixed berry
==== Brazil ==== In Brazil, both yogurt and yogurt-drinks are available. In addition to the usual worldwide fruit flavors, honey with carrot is also available. The "light" line is marketed as "0%" fat.<ref>[http://www.activiadanone.com.br/produtos/ Danone Brazil] {{webarchive |url=https://web.archive.org/web/20130215190542/http://www.activiadanone.com.br/produtos/ |date=15 February 2013 }}</ref>
=== Europe === In Bulgaria, Croatia, and Romania the products include semi-solid yogurts (plain, cereal, strawberry, peach and prune) and yogurt drinks (plain, cereal, strawberry-kiwi and cherry-vanilla).{{Citation required|date=May 2024}}
In Finland the Activia brand includes fruit and natural yogurt as well as yogurt drinks. Lactose free forms of the yogurt are also sold.
In France, semi-solid yogurt and yogurt with fruit layers are available. Unique flavors include coconut. The "light" series is marketed as "0%" fat.<ref>[http://www.activia.fr/#/gamme/ Danone France]</ref>
In Spain there are over 57 different flavors.{{Citation required|date=May 2024}}
Following a European law which forbids non-organic food to be labeled "Bio", Danone changed Spanish "Bio"-branded products to the "Activia" brand in order to comply with the law.{{citation needed|date=July 2020}}
In Russia, the products include yogurt, yogurt drinks, and kefir, a drink traditionally popular in Commonwealth of Independent States countries. The fiber yogurt series includes three muesli flavors in addition to the oat cereal flavor found in the US and UK. Drinkable yogurt variations include pineapple and dried apricot, among others. In 2023 Danone has decided to localize the international brand Activia under the new name AktiBio on the Russian market. The changes will concern only the brand name and packaging design.{{Citation required|date=May 2024}}
==== United Kingdom and Ireland ==== In Britain and Republic of Ireland, the Activia range includes: * ''Fruit'': mango, cranberry, fig, kiwi, apricot, prune, rhubarb, strawberry, cereals fibre, pear<ref>[http://www.danoneactivia.co.uk/product_ranges/ Activia UK] {{webarchive |url=https://web.archive.org/web/20130424092734/http://www.danoneactivia.co.uk/product_ranges/ |date=24 April 2013 }}</ref> * ''0% Fat Free'': peach, cherry, forest fruit, mandarin, mango, blueberry, pineapple, raspberry, strawberry, vanilla * ''Single pot fat free'': peach, cherry, raspberry, strawberry, banana toffee and biscuity bits, juicy pineapple * ''Fruit Layer'': prune, raspberry * ''Natural'': 500 Gram pot * ''Intensely Creamy Classics'': raspberry, cherry, peaches, strawberry, lemon, vanilla * ''Intensely Creamy Temptations'': caramel, coconut * ''Greek style'': berries, lemon, honey * ''Breakfast pouring yogurt'': natural, vanilla, strawberry.<ref>{{cite journal|url=http://www.thegrocer.co.uk/fmcg/activia-joins-rachels-in-pouring-yoghurts/213139.article|title=Activia joins Rachel's in pouring yogurt|journal=The Grocer|date=October 2010}}</ref> * ''Breakfast pots'' (with crunchy clusters): vanilla, honey, peach
=== Africa === In the Republic of South Africa, flavors include pear, mango, dried apricot, kiwi, fiber and prune.
=== Australia === * ''4-Pack'': strawberry, natural, vanilla, fig, berries, mango<ref>[http://www.activia.com.au/activia-products/ Activia Australia] {{webarchive |url=https://web.archive.org/web/20130409210337/http://www.activia.com.au/activia-products/ |date=9 April 2013 }}</ref> * ''Dessert'': strawberry shortcake, apple strudel, passionfruit cheesecake * ''Favourites'': vanilla berries mango, berries strawberry blueberry * ''Large Tub'': strawberry, vanilla * ''Pouring'': strawberry, mango, natural, vanilla * ''Singles'': berries, strawberry, mango
== Market == [[Image:20101210 014809 LactobacillusBulgaricus.jpg|thumb|right|''Lactobacillus bulgaricus'', also from a sample of Activia yogurt.{{Attribution needed|date=April 2020}} The numbered ticks are 11 micrometres apart.]] With its launch in France in the 1980s, Activia pioneered the probiotic spoonable yogurt market.<ref name="nutritionaloutlook.com">{{cite journal|url=https://www.nutritionaloutlook.com/view/marketing-probiotics-past-present-market-has-been-friendly-friendly-bacteria|title=Marketing Probiotics: From Past to Present, the Market Has Been Friendly to Friendly Bacteria|journal=Innova Market Insights|date=April 2012}}</ref>
In 2006, Activia sales reached $130 million, in the US alone. The following year, sales increased by 50% in the US market.<ref>{{cite journal|url=http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2008/07/gut_instinct.html|title=Gut instinct|journal=Slate|date=July 2008}}</ref>
In 2009, sales of Activia reached €2.6 billion globally, with key markets in Europe and the United States.<ref name="nutritionaloutlook.com"/> Activia's popularity in the United States is due to the growing public demand for natural products as well as the growing market of probiotics that came into vogue in the late 1990s.<ref>{{cite journal|url=https://www.nytimes.com/2007/01/22/business/worldbusiness/22iht-food.4296037.html?_r=1&|title=U.S. health food consumers discover probiotics |journal=The International Herald Tribune|date=January 2007}}</ref>
In 2010, Activia dominated the probiotic dairy sector.<ref>{{cite journal|url=http://www.nutraceuticalsworld.com/issues/2010-11/view_features/finding-success-in-functional-foods/|title=Finding Success in Functional Foods|journal=Nutraceuticals World|date=November 2010}}</ref> The success of Activia has increased the health yogurt market.<ref name="Healthy year ahead for yogurts">{{cite journal|url=http://www.foodmag.com.au/news/healthy-year-ahead-for-yoghurts|title=Healthy year ahead for yogurts|journal=Food Mag|date=25 March 2009|access-date=11 April 2013|archive-date=21 May 2013|archive-url=https://web.archive.org/web/20130521092504/http://www.foodmag.com.au/news/healthy-year-ahead-for-yoghurts|url-status=dead}}</ref>
Activia, Actimel and Danonino accounted for more than half of the total worldwide yogurt sales.<ref>{{cite journal|url=http://www.cphi.com/web/ignet/processor/full/danone-a-global-leader-in-healthy-food |title=Danone:a global leader in healthy food |journal=IFI Magazine |url-status=dead |archiveurl=https://web.archive.org/web/20130528100136/http://www.cphi.com/web/ignet/processor/full/danone-a-global-leader-in-healthy-food |archivedate=28 May 2013 }}</ref> Activia is a more than 2 billion-dollar brand which owes its success to the health benefit claim.<ref name="Healthy year ahead for yogurts"/>
In 2011, Activia was the largest global fresh dairy brand in the world (Nielsen data). The probiotic yogurt market is valued at €4 billion.<ref name="foodnavigator-asia.com">{{cite journal|url=http://www.foodnavigator-asia.com/Markets/Danone-debuts-probiotic-yoghurt-Activia-in-69th-country-Australia|title=Danone debuts probiotic yoghurt Activia in 69th country: Australia|journal=Food Navigator|date=May 2011}}</ref>
Activia is present in more than 70 countries and is one of the major brands of the Danone Group.<ref name="fidelityilf.com"/>
=== The probiotics market=== Activia products are considered as functional foods. These foods are enriched with probiotics and provide health benefits when consumed in adequate amounts. The positive effects depend on the specific strain and its dose.<ref>{{cite journal|url=http://www.nationaldairycouncil.org/SiteCollectionDocuments/health_wellness/dairy_nutrients/DCD794.pdf|archive-url=https://web.archive.org/web/20101230125751/http://www.nationaldairycouncil.org/SiteCollectionDocuments/health_wellness/dairy_nutrients/DCD794.pdf|url-status=dead|archive-date=2010-12-30|title=Functional dairy foods: making healthy eating easier?|journal=National Dairy Council|date=August 2008}}</ref>
In 2003, the probiotics (also called functional foods) market was worth $9.9 billion.<ref name="Should we swallow this">{{cite journal|url=https://www.theguardian.com/lifeandstyle/2006/feb/08/foodanddrink.health|title=Should we swallow this?|journal=The Guardian|date=February 2006}}</ref> These products are also heavily marketed and more expensive than non-probiotic dairy products.
In 2009, in the United Kingdom, 60% of households regularly bought probiotic drinks. The market there is currently worth £164m per year.<ref name="guardian.co.uk">{{cite journal|url=https://www.theguardian.com/theguardian/2009/jul/25/probiotic-health-benefits|title=Are probiotics really that good for your health?|journal=The Guardian|date=July 2009}}</ref>
Consumers are willing to pay for products that provide health benefits.<ref>{{cite journal|url=http://www.naturalproductsinsider.com/articles/2011/08/consumers-dont-buy-ingredients-they-buy-product-benefits.aspx|title=Consumers don't buy ingredients, they buy product benefits|journal=Natural Products Insider|date=August 2011|access-date=11 April 2013|archive-url=https://web.archive.org/web/20111015155302/http://www.naturalproductsinsider.com/articles/2011/08/consumers-dont-buy-ingredients-they-buy-product-benefits.aspx|archive-date=15 October 2011|url-status=dead|df=dmy-all}}</ref> Activia products, that are considered as functional foods, are priced higher than other yogurts.
== Communication == Since Activia's launch, the Danone Group focused Activia communication on probiotics and health benefits. In 2010, Dannon partnered with actress Jamie Lee Curtis to promote Activia products.<ref>{{cite journal|url=http://www.businesswire.com/news/home/20110825005663/en/Activia%C2%AE-Selects-Change-Culture-Yogurt|title=New Activia Selects Change the Culture of Yogurt|journal=Business Wire|date=August 2011}}</ref> These advertisements described Activia as "scientifically proven" to reduce irregularity. According to the brand, Activia "helps regulate your digestive system" when eaten on a daily basis.<ref>{{cite journal|url=http://www.slate.com/articles/health_and_science/medical_examiner/2011/07/is_yogurt_good_for_you.html|title=Is Yogurt Good for You?|journal=Slate|date=July 2011}}</ref> However, Danone has been accused of deceptive advertising.<ref>{{cite journal|url=http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2008/07/gut_instinct.html|title=What health benefits, exactly, is Activia yogurt supposed to offer?|journal=Slate|date=July 2008}}</ref>
After the US litigation and the EU health claims law, and just before the decision of the EFSA on Activia, Danone decided to change communication and marketing for Activia. Advertising no longer mentions health benefits, focusing instead on pleasure and taste.<ref>{{cite journal|url=http://wtwoodsoncrew.org/danone-yogurts-revived-with-pleasure/ |title=Danone yogurts revived with pleasure |website=wtwoodsoncrew.org |date=September 2010 |url-status=dead |archiveurl=https://web.archive.org/web/20130530041421/http://wtwoodsoncrew.org/danone-yogurts-revived-with-pleasure/ |archivedate=30 May 2013 }}</ref> Danone's website contains the text: "Drinking and eating are, first and foremost, a source of pleasure, and while the initial purchase of a product may be motivated by a health benefit, in the majority of cases, a repeat purchase is motivated by the taste".<ref>{{cite journal|url=https://www.danone.com/en/axes-strategiques/diversity-balance-and-nutrition-are-inextricably-linked-with-taste-and-pleasure.html |title=Diversity, balance and nutrition are inextricably linked with taste and pleasure |journal=Danone |url-status=dead |archiveurl=https://web.archive.org/web/20130518005735/http://www.danone.com/en/axes-strategiques/diversity-balance-and-nutrition-are-inextricably-linked-with-taste-and-pleasure.html |archivedate=18 May 2013 }}</ref>
==Debates surrounding health claims on probiotic foods== {{See also|Health claims on food labels}}
While indicating Bifidobacterium lactis, the package does not list that Activia also contains strains<ref>{{cite web |url=https://www.activia.us.com/probiotic-drinks |title=Activia Probiotic Drinks}}</ref> commonly found in Yogurt: Lactobacillus bulgaricus, Streptococcus thermophilus (that produce high amounts of biogenic amines,<ref>{{cite journal |title=Biogenic Amine Production by Lactic Acid Bacteria: A Review|year = 2019|pmc = 6351943|last1 = Barbieri|first1 = F.|last2 = Montanari|first2 = C.|last3 = Gardini|first3 = F.|last4 = Tabanelli|first4 = G.|journal = Foods|volume = 8|issue = 1|pages = 17|doi = 10.3390/foods8010017|pmid = 30621071|doi-access = free}}</ref><ref>{{cite journal |title=Biogenic amines formation in Streptococcus thermophilus isolated from home-made natural yogurt.|year = 2013|pmid = 23265537|last1 = Gezginc|first1 = Y.|last2 = Akyol|first2 = I.|last3 = Kuley|first3 = E.|last4 = Özogul|first4 = F.|journal = Food Chemistry|volume = 138|issue = 1|pages = 655–62|doi = 10.1016/j.foodchem.2012.10.138}}</ref> poorly tolerated by people with histamine intolerance) and Lactococcus lactis.
Some experts say there is evidence that probiotic strains reduce diarrhea, irritable bowel syndrome and duration of colds.<ref>{{cite journal|url=http://www.heraldtribune.com/article/20090929/ZNYT04/909293019?p=3&tc=pg|title=Probiotics: Looking Underneath the Yogurt Label|journal=The International Herald Tribune|date=September 2009|access-date=11 April 2013|archive-date=14 January 2016|archive-url=https://web.archive.org/web/20160114144947/http://www.heraldtribune.com/article/20090929/ZNYT04/909293019?p=3&tc=pg|url-status=dead}}</ref><ref>{{cite journal|url=http://usatoday30.usatoday.com/news/health/story/2012-05-09/probiotics-bacteria-benefit/54840824/1|title=New research on probiotics shows promise|journal=USA Today|date=May 2012}}</ref> But others argue that their benefits are not certain.<ref name="Should we swallow this"/>
The US FDA pressed charges for false advertising.<ref>{{Cite web |title=Activia False Ad Lands Dannon FDA Fine |url=https://www.rttnews.com/1509943/activia-false-ad-lands-dannon-fda-fine.aspx |access-date=2024-04-11 |website=RTTNews |language=en-US}}</ref>
According to Danone, Activia is based on 17 scientific studies.<ref name="foodnavigator-asia.com"/><ref>{{cite journal|url=http://www.choice.com.au/reviews-and-tests/food-and-health/food-and-drink/nutrition/probiotics/page/probiotic-claims.aspx|title=Probiotic claims|journal=Choice|date=July 2011}}</ref> But according to CBS News, two of these studies were not statistically significant compared to the placebo groups<ref name="cbsnews.com">{{cite journal|url=https://www.cbsnews.com/news/why-dannon-let-jamie-lee-curtis-tell-lies-about-activia/|title=Why Dannon let Jamie Lee Curtis tell lies about Activia|journal=CBS News|date=December 2010}}</ref> and six others did not show a statistically significant improvement in transit time.<ref>{{cite journal|url=https://www.cbsnews.com/news/dannon-coca-cola-you-guys-have-some-nerve/|title=Dannon, Coca-Cola, you guys have some nerve|journal=CBS News|date=February 2011}}</ref>
=== The EU health claims law === Since 2007, European Regulation 1924/2006 demands that health food companies come up with the scientific evidence to back their labeling and advertising.<ref name="nydailynews.com">{{cite journal|url=http://www.nydailynews.com/life-style/health/probiotic-foods-disappear-due-constant-scientific-rejection-health-digestion-claims-article-1.1020464|title=Probiotic foods could 'disappear' due to constant scientific rejection of health and digestion claims|journal=Daily News|date=February 2012}}</ref><ref>{{cite web|title=Health claims {{!}} European Food Safety Authority|url=https://www.efsa.europa.eu/en/topics/topic/health-claims|access-date=2021-07-11|website=www.efsa.europa.eu|language=en}}</ref> Member states are asked to submit health claims from manufacturers who have to wait for the approval of the European Food Safety Authority (EFSA). EFSA verifies all functional foods claims.<ref name="guardian.co.uk"/> Most of the time, EFSA rejects companies' claims due to the lack of scientific evidence.<ref>{{cite journal|url=https://www.bbc.co.uk/news/10240263|title=EU health food claims law begins to bite|journal=BBC|date=July 2010}}</ref>
In 2010, following a stream of negative opinions from EFSA for other health claims, Dannon decided to withdraw claims on Activia.<ref name="guardian.co.uk"/>
=== Controversies in the United States ===
==== Litigation in 2010 ==== [[Image:20101210 020132 StreptococcusThermophilus.jpg|thumb|right|''Streptococcus thermophilus'', also from the same sample of Activia yogurt.{{Attribution needed|date=April 2020}} Numbered ticks are 11 micrometres apart.]] In its marketing for Activia, Danone claimed that ''Bifidobacterium animalis'' relieves irregularity.
In the 2010 Activia TV commercials, a voiceover explains: "Activia eaten every day is clinically proven to help regulate your digestive system in two weeks". Danone said it had scientific evidence to back up its assertions.<ref name="nytimes.com">{{cite journal|url=https://www.nytimes.com/2010/12/16/business/16yogurt.html|title=Danone Settles With F.T.C. Over Some Health Claims|journal=The New York Times|date=December 2010}}</ref>
But according to the Federal Trade Commission, commercials and claims on Activia packages are deceptive and Danone exaggerates the yogurt's health benefits.<ref>{{cite journal|url=https://www.nytimes.com/2011/05/15/business/15food.html?pagewanted=all|title=Foods With Benefits, or So They Say|journal=The New York Times|date=May 2011}}</ref> In its 2010 charges against Danone, the FTC stated that "Eating one serving of Activia daily is not clinically proven to relieve temporary irregularity and help with slow intestinal transit time".<ref name="cbsnews.com"/> In fact, consumers must eat three servings of Activia each day to obtain health benefits.<ref name="nytimes.com"/>
In December 2010, The Danone Company settled allegations of false advertising. In the settlement, Danone dropped its claims of the health benefits of its Activia yogurt.<ref>{{cite journal|url=http://ftc.gov/opa/2010/12/dannon.shtm|title=Dannon Agrees to Drop Exaggerated Health Claims for Activia Yogurt and DanActive Dairy Drink|journal=Federal Trade Commission|date=December 2010}}</ref> The company thus agreed to stop advertising that Activia yogurt improves motility, unless the ad conveys that three servings must be eaten per day to obtain these benefits. Danone therefore removed the words "clinically" and "scientifically proven" from Activia products.<ref>{{cite journal|url=https://abcnews.go.com/Business/dannon-settles-lawsuit/story?id=9950269|title=Dannon to Pay $45M to Settle Yogurt Lawsuit|journal=ABC News|date=February 2010}}</ref>
Danone agreed to pay {{US$|21 million}} to 39 states that had coordinated investigations with the FTC.<ref name="FTC1">{{cite web |url=http://www.ftc.gov/opa/2010/12/dannon.shtm |title=Dannon Agrees to Drop Exaggerated Health Claims for Activia Yogurt and DanActive Dairy Drink |publisher=Federal Trade Commission |date=15 December 2010}}</ref><ref>{{cite web |url=http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2008/07/gut_instinct.html |title=Gut Instinct: What health benefits, exactly, is Activia yogurt supposed to offer?|first=Lauren |last=Sandler |publisher=Slate |date=3 July 2008}}</ref> In response to a similar lawsuit in Canada, Danone agreed to settle the suit by paying compensation and modifying its advertising.<ref name="TorontoStar1" />
==== Class action in 2008–2009 ==== A class action lawsuit filed in Los Angeles federal court on 25 January 2008, argued that Danone's own studies failed to support its advertised claims.<ref>{{cite journal|url=https://abcnews.go.com/Business/dannon-settles-lawsuit/story?id=9950269|title=Dannon to Pay $45M to Settle Yogurt Lawsuit |journal=ABC News|date=February 2010}}</ref> The class action suit accused Danone of mounting a massive false advertising campaign to convince consumers to buy Activia products because of their health benefits.<ref>{{cite journal|url=https://www.reuters.com/article/us-dannon-lawsuit-idUSN237176420080124|title=Dannon sued over "probiotic" bacteria claims|journal=Reuters|date=January 2008}}</ref>
In a statement in response to the lawsuit, Danone stated that it "strongly disagrees with the allegations in the lawsuit" and that it makes all scientific studies about its products available to the public, following the established method of peer-review and publication.<ref>{{cite journal|url=https://www.ctvnews.ca/health/article/danone-to-settle-lawsuit-over-activia-yogurt-danactive-health-claims/|title=Danone to settle lawsuit over Activia yogurt, DanActive health claims|journal=CTV News|date=September 2012}}</ref> According to the group: "All of Dannon's claims for Activia and DanActive are completely supported by peer-reviewed science and are in accordance with all laws and regulations".<ref>{{cite journal|url=https://abcnews.go.com/TheLaw/story?id=4188726&page=|title=Dannon Yogurt Faces Lawsuit Over False Advertising|journal=ABC News|date=January 2008}}</ref>
In 2009, as a part of the settlement, Danone agreed to create a $35 million fund to reimburse unsatisfied consumers who had bought its Activia and DanActive yogurts.<ref>{{cite journal|url=http://popsop.com/28575 |title=Dannon agreed to settle a false ad lawsuit for $35 m |journal=PopSop |date=April 2009 |url-status=dead |archiveurl=https://web.archive.org/web/20130608041834/http://popsop.com/28575 |archivedate=8 June 2013 }}</ref>
Danone spokespeople deny the claims of the lawsuit and admitted no wrongdoing as part of the settlement, and they state that they only agreed to the settlement in order to "avoid the distraction and expense of litigation".<ref name=LATimes>[https://www.latimes.com/archives/la-xpm-2009-sep-19-fi-yogurt-settlement19-story.html "Dannon settles false advertising lawsuit over Activia, DanActive yogurt"], ''Los Angeles Times'', 19 September 2009</ref> {{As of|2012|09}}, this fund had only paid out about US$1 million in reimbursements to consumers.<ref name="TorontoStar1" />
=== Litigation in Canada in 2009 === In October 2009, Danone was sued in Quebec Superior Court over the nature of the health claims in its advertising.<ref name="TorontoStar1">{{citation |first1 = Lesley Ciarula |last1 = Taylor |title = Millions of Canadians benefit from class-action settlement against yogurt maker |url = https://www.thestar.com/news/canada/article/1261481--millions-of-canadians-benefit-from-class-action-settlement-against-yogurt-maker |archiveurl = https://web.archive.org/web/20120925081213/http://www.thestar.com/news/canada/article/1261481--millions-of-canadians-benefit-from-class-action-settlement-against-yogurt-maker |archivedate = 25 September 2012 |accessdate = 25 September 2012 |date = 24 September 2012 |newspaper = Toronto Star |publisher = Torstar |location = Toronto, ON, Canada |issn = 0319-0781 |oclc = 137342540 |quote = In both cases, the lawsuits challenged Danone's claims that Activia yogurt or DanActive probiotic drinks could aid digestion or prevent colds. |url-status = dead |df = dmy-all }}</ref> The company had asserted that Activia yogurt could improve digestion or prevent the common cold.<ref name="TorontoStar1" /> In September 2012, the parties elected to settle the case; Danone agreed to modify its advertising claims, but was not forced to admit wrongdoing.<ref name="TorontoStar1" /> Consumers who purchased Activia yogurt between 1 April 2009 and 6 Nov 2012 had 90 days to request compensation between C$15 to C$50, based on the quantity purchased.<ref name="TorontoStar1" />
==References== {{Reflist|40em}}
==External links== * {{official website}} * [https://web.archive.org/web/20100108085806/http://whatisbifidusregularis.org/ whatisbifidusregularis.org/] – An analysis of the terms Bifidus Actiregularis, Bifidus Regularis, Bifidus Digestivum, L. Casei Immunitass and their variants, as well as the marketing strategy, and information about the potential health benefits of live yogurts.
{{Group Danone}}
Category:Groupe Danone brands Category:French brands Category:Brand name yogurts