French giant Danone has launched a new drink on to the Belgian market designed to be taken in addition to its probiotic daily dose drink Actimel.
Called Zen, the fermented milk drink contains high levels of magnesium that could help improve muscular health. Danone recommends that the drink is consumed at the end of the day, as opposed to the start of the day, when Actimel is generally drunk, to help people relax before going to bed.
Belgium is the obvious place to test-market a product such as this as it has a well-educated and health-conscious population. It was the first country in which Danone launched Actimel and, if it is a success, Danone says the product could be rolled out across the rest of Europe.