Activia joins forces with meal delivery brand to boost digestive health of Spaniards
A common complaint from time-strapped consumers is that they struggle to incorporate natural probiotics into their everyday diets for better gut health.
Danone’s Activia brand has therefore revealed it is collaborating with Wetaca in Spain to create an exclusive menu for users which incorporates Activia’s natural probiotics into the delivery company’s meals. For example, Wetaca customers can choose a Chicken Tikka Masala made with Activia Kefir. Customers that ask for this menu will further receive a 21 days of Activia to help their digestive health.
According to both brands, everyday food is key to wellbeing and general health. They have therefore come together to offer ‘real and practical help’ to today's busy lifestyle with a menu rich in natural probiotics at home. The union seeks to provide wellbeing and health through food to time strapped consumers by on the one hand providing daily natural probiotics, essential for good digestive health and offering a weekly menu of ‘healthy, fun and flavourful dishes’.
The declining Spanish diet
A new survey from Activia in Spain, for example, revealed 74% of those surveyed reported feeling regular digestive discomfort. Only one in four knew exactly what probiotics are and of these, less than 15% take them regularly.
“Eating well is not easy with the lifestyle we lead: we eat fast, we don't always have time to plan the purchase or the menus for the week, let alone prepare the lunch box. For this reason, Wetaca is a great help to take care of our diet, without sacrificing taste or quality,” said Isabel Pérez, head of nutrition at Danone.
A balanced microbiota, meanwhile, assisted by natural probiotics, helps maintain healthy digestive health and proper intestinal function”, she added.
Both companies share the mission of improving people's health through food by providing practical and delicious solutions, they said. The collaboration also gives Activia an opportunity for its consumers to experience alternative ways of consuming its active yoghurts.
“We need real solutions for real people. Because in our day to day, we don't have time and many times we eat anything. With this initiative, at Activia we want to get closer to this reality and provide people with the opportunity to take care of themselves every day and take natural probiotics”, said Magda Lluch, Activia's Senior Brand Manager.
Describing the Chicken Tikka Masala make with Activia Kefir, Efrén Álvarez, CEO of Wetaca, said: “We have designed a dish where kefir could have a main role and stand out. In this case, a version of chicken Tikka Masala with rice and vegetables. Chicken breasts cooked at a low temperature to maintain the texture and a smooth yet light sauce, with the power of our own blend of spices and all with a touch of Activia Kefir.”