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″.
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.
Comments
I’ve officially begun the “Activia Challenge” tonight. We’ll see how it goes. I guess it will take a month for me to get a good grasp on whether it is working or not. I get severely constipated frequently due to medication I’m on, so I’m really hoping this will help alleviate the problem. I’m going in with an open conscious and will give it an honest shot.
Wish me luck guys and gals.
Posted by Michael Hickenbottom on 3rd September 2010
More BS is what it is…
Posted by Enter your name here on 30th August 2010
It works for me, I just wish they wouldn’t put so much sugar in it. The Light variety gives me stomach problems so it must have some type of sorbitol added. I have been using Activia for a long time, on and off. It seems to work for a period of time, then doesn’t work as well.
Posted by leslie on 26th August 2010
I have tried Activia for about a month. The first week, it worked great, but for the past 2 weeks, I have had cramping and constipation. As of today, I have quit consuming it, and hopefully the cramping will stop.
Posted by Enter your name here on 23rd August 2010
it works for me..it’s changed my life!
Posted by mia on 20th August 2010
There IS NO SUCH BUG as Bifidus regularis. That is pure marketing hype. Some marketing person, who I am sure has no scientific, much less microbiological, background, came up with this ridiculous name. No self respecting microbiologist would EVER name a bug “regularis”, it is downright preposterous.
Posted by Scott on 16th August 2010
Activia works for some people but not others. It does not work for me because I get a nausea feeling in my stomach and a tired feeling. I am definitely quitting its use and hoping to feel like my self in a few days.
To those calling others stupid, I say look in the mirror.
Posted by from Robert K. in VA on 15th August 2010
Since more women than men suffer from constipation and irregularity it makes sense that they would have more favorable comments while many men po-po their sentiments. While yogurt may help establish normal flora in the intestine it is not a great source of fiber. I suggest you eat your yogurt with a half cup of Bran Buds and a half cup of berries for a very well balanced meal with a lot of fiber and antioxidants too! It is nutty and delicious and low in calories.
Posted by Kay on 1st August 2010
I’m writing a comment just to specify something about the nature of the words used.
“Bifidus” is used referring to Bifidobacterium but it exists as an actual word, in Latin; however, in Latin it only means “bifurcate” and doesn’t pertain to bacteria or life in general, so “Bifidobacterium” comes from “bifidus”, because of bacterium’s look, and not vice versa.
“Actiregularis” is an invented word, but “regularis” is an actual Latin word, and it’s the Latin translation for “regular”.
“Digestivum” is the Latin translation for “digestive”, too.
“Lactis” comes, as you said, from the Latin root for “milk”; in particular, the Latin word is “lac”, and “lactis” is the genitive case of the word.
“Essensis”, finally, is an invented word; I think they used it as an adjective, because of its ending “-is” (in general, Latin adjectives have three possible masculine singular endings, “-er”, “-us” and “-is” – there are also Latin nouns that ends with “-is”, but “-ensis” is a typically adjectival ending).
Greetings,
Giulio
Posted by Giulio Colombo on 1st August 2010
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