Danone decided to localize the international brand Activia for the Russian market. This will help the company resume investment in local business development, Danone said. Activia yogurts will be sold in Russia under the Aktibio brand.
The French company Danone localizes the international brand Activia for the Russian market. This is stated in a company statement.
“The localization of the international brand will allow the company to resume investment in the development and support of the modern dairy category,” Danone said in a press release.
The resumption of investment in Russian businesses will have a significant impact on the development of the entire dairy industry in Russia, Danone noted.
Activia yogurts will be renamed Aktibio. Only the name and packaging design will change, Danone emphasized. The technology of kitchen products and their recipes will remain the same.
In October, Danone announced that it had started the process of “transfer of effective control” of its dairy business in Russia. The Agnta group of companies showed interest in the company’s Russian assets.
Author:
Kirill Bilyk
Source: RB
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