Bifidus Actiregularis, Bifidus Regularis, Bifidus Digestivum, Bifidobacterium Lactis and its variants are marketing names generated by Danone (known in the United States of America as Dannon) for one of the specific bacteria it uses in its “Activia” range of yoghurt products.
According to a reply received from Dannon by the Writerious blog, Bifidus Regularis (and therefore presumably all the variations of Bifidus…) is a proprietary strain of Bifidobacterium.
The source of “Bifidus” is from the intestinal bacterium Bifidobacterium animalis, a kind of bacteria found in the large intestines of most mammals, including humans. “Actiregularis” is an invented word, the first half of which which emphasises the active nature of the bacteria. In common with with Bifidus Regularis, the “regularis” part emphasises being “regular” and the “is” at the end suggests a scientific derivation. The bacteria is known as Bifidus Actiregularis in UK marketing materials and Bifidus Regularis in marketing materials from the USA.
Bifidus Actiregularis used to be called Bifidus Digestivum in UK marketing materials. “Digestivum” is an invented word which uses “digestive” as a root to suggest beneficial effects on digestion, combined with the latinate ending “um” to suggest a scientific derivation.
It is known as Bifidobacterium Lactis in Canadian marketing materials, where Lactis uses the Latin root for milk (“lac” / “lact-”) and “is” to suggest a scientific derivation.
It is known as “Digestivum Essensis” in German and Austrian marketing materials. These are both invented words, the first emphasising digestion and the second emphasising the “essential” nature of the nutrition, using latinate endings to suggest a scientific derivation.
The name of the bacteria changes from country to country and over time, to reflect differences in marketing strategy and consumer behaviour. One suggestion for the change in the UK from Bifidus Digestivum from Bifidus Actiregularis is that Bifidus Digestivum was so ridiculed it become a liability – do a Google search for Bifidus Digestivum to see the results.
The scientifically correct name for the bacteria is “Bifidobacterium animalis DN 173 010″.
The BBC has recorded an excellent radio programme about gut bacteria, including a discussion of the fundamental uncertainty about the very specific advertised claims for probiotics.
Read more about probiotics, prebiotics, and intestinal flora, Danone’s marketing strategy and what’s in Activia, Danactive and Actimel using the More information menu on the right.
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I ate it when my yogurt had run out and saw that my father had yogurt in his fridge. Yogurt is part of my morning ritual and for about a week I ate his yogurt (Activia). When I finally went to the store, I ended up buying Activa instead of my normal because it tastes better then other yogurts. The weeks went by and I started having a bowel movement regularly everyday which has never happened consistently in my entire life. I was telling my dad about how I was “going” everyday and felt so much better and less bloated. He said, “Yeah, that yogurt really does it for ya”. I never read the labels fine print on Activia. I thought it was just normal yogurt maybe with more vitamins in it for active people. I felt kind of stupid at first for not knowing that the yogurt was designed to make you poop…now I know why the grocery store lady looks at me weird for buying lots of it…but I really don’t care because it really did help me without me even knowing it. I don’t care if Dannon made up some bull to sell it…everyone has spun a web of bull at one point or another and at least their bull really works. It tastes good and it helps you go…it’s not harsh like laxatives and doesn’t make you poop if you just eat one cup. I love it and would recommend it to anyone who suffers from irregular bowels.
Posted by Danielle on 13th June 2013
I can’t believe Claire fell for this…
Posted by Dan on 8th May 2013
Well, you took care of the scientific garbage….please tell us allin laymen’s terms please. It’s good to make information plain where people can understand it. OMG! Thank you..
Posted by Lynn on 1st May 2013
Well, that covers everything you would want to know about the origins of the name and then some. How about some intelligent information about the bacteria itself?
Posted by John on 19th April 2013
It’s good. Not sweet. Just right. Why does one need it? If one’s intestines or digestive system is regulated, why would we need it? Can an “overdose” hurt you?
Posted by Rita on 2nd April 2013
Thanks for the website. I was researching this particular strain of bacteria and was interested to know which products included it. Completely strange and stupid of Danone not to just use the real name.
Posted by John on 30th March 2013
Dave: It’s bullshit.
Posted by BadGuy on 24th March 2013
Who cares what it’s called? If it benefits you and/or you like it, eat it. If not, then don’t.
The digestive, immune, anti-allergenic and other benefits of probiotics are well known, and if you have to prove it, the proof’s in the yogurt.
What I’d be worried about is the exclusive monopoly granted over a bacterial strain that was part “created” by the scientists but mostly created by God. Can Danone sue me if I re-culture their (in fresh milk? (That’s the question that brought me to this site.)
Posted by dave on 22nd March 2013
I have a simple strategy. If it’s advertised it must be crap. I don’t buy it. If it is any good it doesn’t need advertising,
Posted by Long suspected as much on 9th March 2013