Actimel has announced the launch of its first ever range of Fruit & Veg Cultured Shots.

The new shots come in three flavours, each with a blend of specially selected fruits, one vegetable and on trend ingredient plus Actimel’s signature fermented milk with L. Casei cultures.

All three flavours contain no added sugar and each shot is under 50kcal.

“This launch is an exciting moment for Actimel and we see huge growth potential,” said Inès de Bodard, senior brand manager in the UK.

The entry of the Danone-owned brand into a new category follows its recent foray into the juice and smoothie aisles across the UK.

“Smoothies are a popular space, particularly among millennial and younger audiences,” said Craig Read, managing director for UK and Ireland at Danone.

“As lives become increasingly lived on the go, shoppers are looking for products that can meet their fast-paced lifestyle but that are beneficial to their wellbeing and we’re really looking forward to capitalising on this unique position in the juice category.”

Actimel Fruit & Veg Cultured Shots range is available in both on-the-go and take-home formats from Ocado and convenience stores from 29 July. It will be available across major retailers from September.

A six pack of shots has an RRP of £3.49. The RRP for single bottles is £1.25 for on-the-go.

The launch will be supported by a nationwide media campaign, encompassing OOH, experiential, influencer activation and digital. The brand will also activate ‘surprise and delight’ sampling across relevant locations.