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Danone, Dragon Rouge partner for launch of new Actimel shots

Danone has released a new range of Actimel shots in the UK and Ireland as it aims to offer consumers a lower-calorie alternative to smoothies.

Called Actimel Fruit & Veg Cultured Shots, the line has been released to help Danone recruit younger consumers and features an identity created by branding and innovation agency Dragon Rouge.

Each variant contains fewer than 50 calories and a blend of fruit, vegetables, one on-trend ingredient as well as fermented milk with L casei cultures.

Three flavours are available: strawberry, blueberry, blackberry, elderberry and chai spices; mango, orange, peach, mandarin, carrot and turmeric; and apple, kiwi, pear, cucumber, spinach, spirulina and mint.

Danone tasked Dragon Rouge with the creation of a pack design that needed to be relevant for the wider drinks category and its category codes of naturalness, ingredients/taste, shot-formats, and strength/immunity.

In a statement, the agency said: “The use of colour involved a careful balance of bold and confident hues and still reflecting the naturality of ingredients. This carefully considered colour palette is then supported by simple iconography and descriptors that further endorse the naturality story and simplify the brand voice by focusing on fuss-free, easy-to-understand information on the bottle within a clear, navigable hierarchy of information.

“The natural paper texture on the multi-pack sleeve adds to the natural element at the point of consumer pick-up and supports the natural colours on the bottle.”

In the UK, a six-pack of shots has a recommended retail price of £3.49, while the single bottles retail for £1.25.