How of Nutella Ferrero also Activia of Danone invites us to breakfast, with a new formulation, the attempt after the withdrawal of heath claims of ' Efsa to give a new look for Activia. The moment of breakfast seems to have become a place a bit 'crowded by the marks, many proposals are not always guess, if they wanted to be an answer to all those doctors that fill television and newspapers importance of breakfast , they are far from the traditions, culture, customs and often by the consumer health. This new version of
Activia , from 'Autumn already on sale in England, from January sale in France , soon also with us, it is actually an adaptation for consumption on house of a product already known, since in 2009 Danone had already proposed the name of Mon Activia for channel catering, mostly in low-cost breakfasts at hotels.
Pub TV Activia 2011
What's new Activia has to be paid so special? More
liquid closest to that semi-skimmed milk yogurt, a fermented milk with Bifidus with 1.7% fat, so they can be matched with a semi-skimmed milk is available " natural (that mean?) or to taste of vanilla. The most special thing is the lower price per kg no attachments to the health pack of 950 g at a cost of € 2.05 per kg against the normal by € 5.20 to € 6.00 to kg !
The funnest
The pack of about 1 liter tetrapack, it seems that Activia has moved from quality healthy content, which now can no longer claim, the amount , a bit 'as those who maintained that if you enlarge the circumference of the nozzle of the toothpaste is increased consumption, it seems that Danone have thought the same, from 125 g to 950 g not have exaggerated? In the future we expect the carboys or drums and fustoni 5 kg as the detergent? No is not at all comfortable to wear home from the supermarket!
Another fun aspect is a covenant with Kellogg's in communication it is recommended that product should be used with cereals coincidentally Kellogg's in the box also appears the mark in Bellavista, "Activia consistency ideal and unique be associated with fruit and cereals " . I can say that if Activia of Danone wanted after the withdrawal of the documentation from the health claims 's Efsa rebuild a more credible and positive image could have chosen a partner a little' less controversial!
ingredients and nutritional values \u200b\u200bof Activia payableIngredients payable Activia vanilla : skimmed milk (80.6%), skimmed milk, cream, sugar (3.4%), thickener: E 1422 (modified starch), E 440 (pectin), E412 (guar gum), lactic Bifidobacterium (bifidus ActiRegularis) flavorings, colorings: E160a (beta-carotene), E 100 (curcumin).
Per 100 g: Energy: 255 kJ or 60 kcal , protein: 3.9 g carbs: 7.6 g, Fat: 1.6 g.
Ingredients Activia payable "natural" skimmed milk (85.8%), skim milk, cream, Bifidobacterium lactic acid (ActiRegularis Bifidus).
Per 100 g: Energy: 209 kJ or 50 kcal , protein: 4.2 g carbs: 4.4 g, Fat: 1.7 g.
Many Activia brand products have a very long list of ingredients that not many places in favor of a yogurt, as well as in this case to be paid with respect to Activia Activia classic is made with partially skimmed milk , particularly Activia vanilla be paid, from my point of view too many thickeners , skimmed milk, the sugar present is very then balanced by the board to add the use honey, yogurt is one of the ingredients and the nutritional table very original, personally not my idea of \u200b\u200byogurt.
For readers allergic : Activia is not recommended for those who follow a diet low in cholesterol, vegan, allergic to milk. There are things worthy of note in the case of other allergies.
Co marketing operations difficult, unhappy and not very credible
If you are not saving but also for those who wish, Co-marketing is a project of two companies come together to achieve a common goal. However, they often remain superficial operations related maybe some funding, there is no real help include and share. They are difficult even when it comes to companies with a good image and reputation among consumers see Illy and Coca Cola , imagine when two companies have a high rate of credibility, is likely to become a co marketing of negativity.
Difficile fornire una spiegazione della motivazione di comarketing tra Kellog's e Danone , ma una forse c'è, si potrebbe ipotizzare che ci sia una Lobby delle aziende agroalimentari in Europa, cioè un gruppo di aziende che si unisce per diversi scopi commerciali, per comunicazione, per fare pressione sulla politica per avere delle agevolazioni. Facendo parte di quel gruppo concepiscono solo l'unirsi fra di loro, una logica di club o di clan che dir si voglia.
Il progetto di co marketing riguarda la diffusione della cultura della prima colazione, un progetto decisamente poco originale già fatto dal Mulino Bianco di Barilla , da Nutella di Ferrero e non li cito tutti. Kellog's la multinazionale dei cereali, che vorrebbe come la Coca Cola riempire le case degli italiani ma con prodotti poco vicini alla nostra tradizione, cereali spesso troppi ricchi di zuccheri. Parmalat è un azienda dalla reputazione decisamente compromessa dalle vicende note legate a Tanzi, si presenta sul mercato senza "appeal". Io ritengo che due aziende prima di fare un progetto di co marketing debbano chiedersi chi sono e che tipo di immagine hanno, se per caso non si gode per diverse ragioni di una buona immagine è bene fare un azione di marketing con qualcuno che ha un immagine positiva in modo che uno fa da traino all'altro ma in questo caso lasciatemelo dire è decisamente un' azzardo.
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