Activia, a brand of Danone North America, launched a new Gut Glow-Up campaign — a science-backed, modern movement designed to help people shine from the inside out. 

Activia also is getting a glow-up of its own: sleek new and modern packaging across its portfolio, the launch of Activia Proactive, and revamped recipes with simpler ingredients and 25% less sugar across its Activia Probiotic Low Fat yogurt cups line.

A thick and creamy yogurt with billions of live and active probiotics, Activia Proactive Resbacteria in one’s gut. There are 0g of added sugar and no artificial sweeteners, the company says.

A good source of calcium and vitamin D to support strong bones, Activia Proactive is available in 4-count multipacks in four flavors: Vanilla, Strawberry, Mixed Berry and Peach Mango. The multipacks are available at retailers nationwide for a suggested retail price 4.69.

In other news, the White Plains, N.Y., and Louisville, Colo.-based company introduced its first Gut Glow-Up Guru, Dr. Amy Shah. A wellness expert and nutritionist, Dr. Shah is showcasing the impact of putting your gut first as the foundation for feeling your best as she help consumers cut through the clutter of wellness advice — making gut health feel modern, personal, and refreshingly easy to digest.

An ode to its 20-year heritage as a trusted name in probiotic yogurt, Activia is also making its big screen debut with a cameo in Disney's “Freakier Friday” film, hitting theaters August 8. Fans can enter for a chance to win a limited-edition, Glow-Up Bag complete with everything needed for their own red carpet moment, including tickets to see “Freakier Friday.”  Fans can claim their clutch for free at ActiviaGutGlowUp.com on Friday, August 8, while supplies last.

With #GutHealth and #GutTok collecting more than 6 billion views on TikTok, gut health has gone viral. Yet a recent Danone study found that half of Americans are unaware that the gut microbiome can impact gut health, and even more are unaware of how it may impact overall wellness — including immunity, mood, and sleep. Research has also shown 63% of Americans are looking for science-backed information as it relates to gut health.

"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, vice president of marketing for gut health at Danone North America. "As a premier probiotic yogurt brand that has been dedicated to educating and supporting consumers for more than two decades, we're energized by the growing awareness of gut health as a foundation for overall wellness.

“This momentum presents a unique opportunity to reintroduce Activia — cutting through the noise and helping people feel confident amid the trending conversation around gut health, while also connecting with a new generation discovering our brand for the first time."

Dr. Shah added: "Wellness should feel empowering — not overwhelming. So many aspects of our overall health — energy, mood, digestion, even immunity — begin in the gut. That's why I'm excited to partner with Activia to bring a fresh, modern approach to gut health — one that'syo rooted in science, grounded in real-life habits, and designed to spotlight the importance of inner health, not just outer glow."