Danacol focuses on heart health

Danone is relaunching its Danacol probiotic yogurt drink brand in the UK by promoting it as a healthy heart drink.

The relaunch will be supported by a marketing campaign starting in July.

It comes as the brand, previously promoted for its cholesterol-lowering properties, faces competition from rival brands such as Unilever's Flora, which recently introduced a range of Omega 3-enriched probiotic drinks.

The relaunch is not the first time Danacol has promoted its benefits for the heart. The brand has previously tied up with the British Heart Foundation, with an on-pack promotion highlighting that 5p from every pack sold would go toward pioneering heart research.

Danone is also planning to launch a UK website for the Danacol brand as part of its strategy to raise awareness of the brand. Danone was unable to comment on its plans.

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