Actimel [SEP] parent company
Actimel
Actimel (also known as DanActive in the United States and Canada) is a 'probiotic' yogurt-type drink produced by the French company Danone. It is sold in 100ml bottles, typically as an 8, 6 or 4 pack, but more recently as a 12 or 16 pack. The main claimed benefit of Actimel is the strengthening of the body's natural defences through the use of patented bacterial culture called "Lactobacillus casei" DN-114001, marketed as "Lactobacillus casei" Defensis or Immunitas(s) and more recently
"makes a mountain out of a molehill" in suggesting that Actimel protects from cold and boosts health. Foodwatch believes that the company sells a commodity product as a niche product using branding.
The Advertising Standards Authority (ASA) is an independent regulator for advertisements, sales promotion and direct marketing in the UK. According to "Spiegel Online" one TV spot from Actimel was blocked by the ASA in 2006 and one in 2008. In the first case the ASA upheld a complaint that the advert misleadingly implied that children given