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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Comments
The comments read like a damage limitation exercise.
Posted by Walker on 24th February 2016
After 2 emergency bowel operations in 2007 for a twisted intestine I was desperate, depressed and very scared about what my future would hold for me. I happened to see an advert about activia while convalescing, claiming to regularise bowel movements in 14 days if eaten daily. What did I have to lose? 7 years later, it’s rare if a day goes by without my eating activia. I was sceptical at first but the results have been amazing for me. I would certainly recommend it to anyone with similar issues. Merci Danone, is all I can say.
Posted by S Purnell, France on 27th October 2014
I too have IBS but I am pregnant as well so I am easily constipated. I also have a hard time consuming dairy products because they make me sick. Activia allows calcium into my body while also helping me to go to the bathroom easier!! I love it!!!
Posted by Kenzie on 3rd October 2014
Activia saved my life. . . .
Posted by Ann on 1st October 2014
Activia Yogurt has changed my life for the better! No matter what Bifidus Regularis is or how it works… the results are wonderful. Thank you, Activia!
Posted by Wes Bolton on 11th August 2014
I never knew bacteria could cause the minor suffering , which has troubled me since childhood . Since using yogurt occasionally, i have noticed some relief in my discomfort.
Posted by Jim on 21st July 2014
I don’t know about anyone else but I know Activate worked for me. I was always having cramping feelings soon after I have eaten for years. I used to have to take Beano before I ate every time, or I would have IBS. Every since using Activa, I know longer have to use Beano, I don’t get IBS after I eat, and I have regular elimination.
Posted by Renee Towns on 14th July 2014
In other words, a product that normally exists in humans. the name(s) given having no relationship to Linnaean classification.. In other words it’s there to fool the illiterate and gullible.
Posted by Isaac_Hatchetman on 8th July 2014
Activia I will say that it’s a yogurt just like any other yogurt just the name is what were paying more for which is not fair. I must say it will make myself go regular which is good for me cause I take medicine that Will constipated me so I will say it does the job for being regular.
Posted by lynn on 3rd July 2014
Slater obviously doesn’t have stomach issues, idiot.
Posted by Enter your name here on 24th June 2014
Ever since I started having this for breakfast, it seems only Dannon’s activia yogurt can stop by IBS. Now that I eat it every morning I don’t get the runs anymore, I feel normal.
Posted by Stopped my IBS on 2nd June 2014
Is it good for dieting
Posted by pinky on 1st June 2014
It worked for me big time….
Posted by D. McKeel on 26th May 2014
Why would we need to eat this stuff if it is already present in our digestive system?
Posted by D. Irwin on 15th May 2014
I consider this no more than a marketing ploy. Give is a latin sounding name and you can claim something of value. I don’t think this (whatever it is called – can’t spell it) has any real value whatsoever other than to get us all to pay more for a simple yoghurt.
Posted by graham slater on 14th May 2014
So your saying it’s all a bunch of crap. The yogurt does nothing for you. Well since Activa is more money then other yogurts because it claims to help regulate your system. I will not buy it again.
Posted by Nancy on 16th April 2014
On British TV adverts, there’s no hint that Activia helps weight loss, only that if eaten it will make you feel a whole lot better. If sitting on the bog all day improves one’s feeling of well-being, then I think one should go out and get a life! This is not the first time Danone has been hauled over the coals for misrepresentation or, to you and me, outright lying and totally false claims about the health benefits of their products. Remember their campaign to get small children eating their yoghurt – Petite Filous? It was so full of sugar that it posed an absolute danger! Come on, world population, wake up and boycott Danone products and tell their ad. men where to get off.
Posted by Lyon Murray on 12th February 2014