Marketing: Activia Brand Refresh Targets Gen Z, Milk Bar Teams With Premier Protein

Activia Gets a Glow-Up

Danone’s Activia is getting a glow-up both inside and outside the cup, aimed at connecting with a new generation of consumers who are increasingly focused on gut health (see: the rise of “modern soda” and fiber-packed snacks).

“We’ve seen an organic glow-up among Gen Z and Millennials in particular, who are embracing a healthier mind-and-body approach to wellness,” said Derek Neeley, VP of gut health marketing at Danone North America, in a statement. “This momentum presents a unique opportunity to reintroduce Activia – cutting through the noise and helping people feel confident around gut health.”

The brand is rolling out “sleek and modern” new packaging across its portfolio as well as a refreshed formula for its Activia Probiotic Low Fat Yogurt. The product line is now crafted with “simpler ingredients” and contains 25% less sugar per 4 oz. serving than the original recipe.

To further captivate consumers, Activia has introduced its Activia Proactive, a low-fat yogurt with billions of live and active probiotics. Available in four flavors – Vanilla, Strawberry, Mixed Berry and Peach Mango – each 5.3 oz. serving features 10 grams of protein, 3 grams of prebiotic fiber and zero grams of added sugar.

Additionally, the 20-year-old brand has partnered with nutritionist and wellness expert Amy Shah to introduce “Gut Glow-Up” – a science-backed initiative designed to “showcase the powerful impact of putting your gut first.”

“I’m excited to partner with Activia to bring a fresh, modern approach to gut health – one that’s rooted in science, grounded in real-life habits and designed to spotlight the importance of inner health, not just outer glow,” said Shah in a press release.

Milk Bar, Premier Protein Unveil ‘Power Hour’ Menu

Capitalizing on the industry-wide proliferation of protein, Milk Bar has partnered with BellRing’s Premier Protein brand to offer protein-packed menu items at its New York City, Los Angeles and Washington, D.C. flagship locations throughout August. The lineup includes a Blueberry Pancake Super Cookie, Mega Milkshake Caramel Cake and Power-Packed Tiramisu Truffle.

To sweeten the deal, each Protein Menu item will be served with a free Premier Protein High Protein Shake in Vanilla, Chocolate or Café Latte. Additionally, Milk Bar will host a daily Power Hour from 3 p.m.-4 p.m., during which consumers can get one Protein Menu item for free with any purchase.

Premier Protein recently grew its consumption rate 19% in its third quarter, with over half of that growth coming from increased volume. The brand hit an all time high of 21%, and sold a reported 36 shakes per second, according to an earnings statement released last week.

Wilde Revs Engines on Iowa Speedway

Protein chip slinger Wilde hit the track at Iowa Speedway full throttle through its partnership with NASCAR driver Anthony Alfredo, Young’s Motorsports and Hy-Vee that was “months in the making,” according to a LinkedIn post.

As part of the partnership, Alfredo’s car is decked out with Wilde branding and product photography this season.

“This isn’t just a car, it’s a bold move for a bold brand. High-protein. Flavor-packed. Built to disrupt on shelves and on the speedway,” reads the post.

Calbee Debuts New Shrimp Chip Packaging

Hoping to better stand out on shelf, Calbee has unveiled refreshed packaging for its heritage Shrimp Chips brand featuring bold colors and a prominent red shrimp illustration. The new look spans the brand’s full savory lineup, including Chili Lime, Original, Sriracha Mayo, Hot Garlic and Roasted Seaweed flavors.

Since expanding into conventional retailers like Walmart, Target and Costco, Shrimp Chips has become the No. 1 Asian salty snack brand in U.S. mainstream channels, according to Circana and SPINS data from the 52-week period ended January 26, 2025.

JAMBAR Becomes Official Energy Bar of Big Sky Conference

JAMBAR has been named the official energy bar of the Big Sky Conference, a NCAA Division I collegiate athletic conference primarily focused on the Football Championship Subdivision.

As part of the partnership, student-athletes will have access to a variety of JAMBAR bars at every conference championship during the 2025-2026 season. Available in six flavors – Tropical Trio, Musical Mango, Jammin’ Jazzleberry, Chocolate Cha Cha and Peanut Butter Malt Medley – the bars are vegan, gluten-free and non-GMO and contain 10 grams of protein per serving.

“As a lifelong runner and former college athlete, I know firsthand how nutrition contributes to peak performance,” said Jennifer Maxwell, creator and CEO of JAMBAR, in a statement. “Our partnership with the Big Sky Conference gives us the exciting opportunity to fuel some of the country’s best student-athletes, as well as coaches and fans cheering them on.”

Doughlicious Goes to the Big Apple

After securing $5 million for further U.S. expansion, cookie dough snack producer Doughlicious is hitting the Big Apple for a field marketing tour – its biggest stateside guerilla sampling effort to date.

Throughout the month, the brand will be popping up at the city’s most iconic locations, from Times Square to Union Square to Central Park, surprising snackers, commuters and tourists. Doughlicious expects to hand out over 50,000 samples of its Frozen Cookie Dough and Gelato Bites by the end of Labor Day weekend.

“This is about making our brand impossible to miss and impossible to resist. It’s the ultimate snackable summer takeover,” said Whitney Spielfogel, VP of U.S. marketing and public relations, in a statement.