• Promo, Wednesday, January 24, 2007 12:15 PM

Building on the success of its first probiotic product--Activia--Dannon Co. is launching three new functional food items. All three will get heavy TV support, sampling and a dedicated Web site.

DanActive dairy drink launches nationally this month, positioned as a boost for the immune system. At the same time, Activia Light yogurt extends the Activia brand with a fat-free, low-calorie version of the flagship brand. Meanwhile, Danimals kid yogurt and yogurt-based drinks relaunches this month with probiotic culture Lactobacillus GG (LGG) and a new recipe that eliminates high fructose corn syrup and artificial coloring and flavoring.

Sales of Activia, whose probiotic live cultures are said to improve digestive tract function, topped $128 million in its first year, Dannon says.

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