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.
Add a comment
Comments
Just wrote to Dannon and asked them to lose the ‘bifidus regularis…’ b/c it was just too ridiculous. We’ll see. Still like the product itself though.
Posted by Wendy again on 16th April 2006
I agree with ‘Someone Who Knows What They’re Talking About 03.24.06’ — Dannon has taken yogurt and made it smaller and concentrated on the bacterial part of it. I have eaten the activa for a few days and quit thinking it didn’t do anything. What I was doing wrong was not eating it every day. Now I have for four days straight and have had a bowel movement each day. I have had chronic constipation for years — we’re talking years. Of course I feel dizzy and kind of weird — I’m not use to going to the bathroom every day!!!! So, I’ll wait for the dizziness to pass if I can have a normal bath room break without straining. Whatever this is — fake name or not — dizzy or fainting I’m loving it. Eat up and try to not think you’re dizzy — it is just making your body act normally and you are not used to it.
Posted by Kat on 14th April 2006
I don’t care if Danone makes up names. I want to know if the reason I’m able to ‘drop the kids off at the pool’ every day is because of some kind of dependency thing. That’s the REAL kind of information I need. Who gives a rat’s butt if they made a name up?
Posted by Billy on 11th April 2006
I have to take a pill daily for an ongoing medical condition. This pill wreaks havoc on my bowels and bathroom habits. Since I have been taking Dannon products every morning, my problems have improved dramatically. Coincidence or not, I am going to continue the daily intake of Dannon.
Posted by Bob L. on 11th April 2006
I for one have had favorable results, no problems and I think tht if yu have not tried it but are writing about it you have way too much time on your hands and not enough sense to spend your time doing something useful. why don’t you all get off the computer and spend some time minding your OWN business……
Posted by Bob L. on 11th April 2006
This whining and complaining that Danone is marketing something akin to snake oil preposterous. Why don’t some of you people who are feigning emotional upset take a few minutes each day and learn about the history as well as the ongoing, expanding science behind traditional dairy cultures such as Kefir, yogurt, dahi, viili, piima, fil mjolk, etc. You will see that these nonstandardized, homemade cultures can and do have effects on the body possibly due to the polysaccharides they produce or maybe bacterocins, lactic acid, acetic acid, etc. BTW, Danone has done loads of research in lactic bacteria and their effects on humans; they aren’t a fly-by-night company. One other thing, Bifidus bacteria are transient bacteria in adults; Danone is not lying when they say you have to keep ingesting a bifidus product to get a benefit from them. If you don’t like buying a product from a company, learn to make your own home cultured dairy ferments as people have done for thousands of years.
Posted by Darrell on 10th April 2006
For years I have suffered from IBS and have spent soooooo much money on examinations and medications that have never helped the 3 week constipation I routinely experience. I am currently taking Zelnorm which has never helped me. The second day after eating Dannon I became regular for the first time that I can remember. I have been eating it every morning along with my high fiber cereal and Zelnorm. No more going once every 3 weeks! I go every morning and sometimes if I am really lucky, three times a day. Thank you Dannon.
Posted by Sharon on 9th April 2006
It appears to me, that most of you with the diarrhea and other problems may very well be Lactose Intolerant. If I were you, I would get yourself a Food Allergy Test, and then condemn the product.
Posted by Cathy on 7th April 2006
Day two on the Activa and well, just started to look into the bifidus on thenet and got this site, it was kinda ironic that i ran off to the potty just before reading anything,…. i eat yogurt and this is definetly different.. will have to see if it doesnt cause me grief! I struggle some with BM issues and often thought I might have IBS…. will see but it has to be different and something to it, if I am having the same experiences as some of you are.
Posted by an on 4th April 2006
I tried this, and I too had the upper stomach pain and the only change in my diet is the Activia. It may be a coincidence, though. I will just return to drinking my KEFIR (see their website at Lifeway Products). That stuff is great and it has many different kinds of probiotics besides the one and I feel great when drinking it with no upper stomach pain or bloating. I have been miserable for a week since eating three of the Activia.
Posted by Sherry on 4th April 2006
I eat it daily. It is wonderful!!!
Posted by Lee on 4th April 2006
Bogus marketing or not, a friend and I tried it and, suffice it to say, it did what they said it would. Unfortunately, we both got HORRIBLE diarrhea (that no one else in our non-Activia eating families contracted) for several days after having eaten it daily for about a week . Maybe no connection, but independently we both came to the conclusion that Activia might be to blame and we are not eating it anymore. (I liked the container size though, 4 oz is about as much yogurt as I like at one time.)
Posted by Taylor on 4th April 2006
My wife starting eating this 2 days ago, one a day. Now she has severe pain in her upper stomach just below her rib cage. Has anyone else experienced this type pain.
Posted by Dennis Ange on 3rd April 2006
This yogurt has really helped me. I eat live yogurt everyday, but I have never seen the results with any othe brand that I have with Activa. I don’t care if they made up a new name for the bacteria. Something in this works! Not even laxatives work on my stomach, but this does.
Posted by SR on 3rd April 2006
Who cares about the fake name, the stuff is good…best tasting yogurt I’ve eaten. As far as the BM’S go, CHEAP COLON CLEANSING!!!! GO DANNON
Posted by Fran Lee on 31st March 2006
Humm . . . very interesting! Still worth a try, we are all different, with different combinations of things to address . . . so if it works, good, if it doesn’t well . . . heck. If it were poison, could they still sell it?
Posted by Chris on 30th March 2006
The idea that people should know what’s going on, i.e. ‘marketing lies to us by implying things, we should know that, accept it, and therefore counter it’ seem to miss the point that marketing shouldn’t lie by implication. We shouldn’t accept it. Marketing shouldn’t dissemble. Marketing shouldn’t make up pseudo-scientific terms specifically to imply that this is a scientific product when the ‘scientific’ name isn’t scientific at all – as proved by the fact that the name is different in different countries. I agree that if something works then it works, and if it works for you then that’s fine, and good luck to you. But it seems from the comments that one common effect of Bifidus Whatever is diarrhoea. Doesn’t sound that healthy to me.
Posted by Evan on 30th March 2006
Look there are lots of bad and false information everywhere we look, agree it is a shame, just the same I bought this product, because I have suffered with bloat and constipation for years. I have been using it daily for about two weeks and at first I had diaherra, now it is regular and daily. Granted there may be other effects that will show up, but for the time I will continue to enjoy my comfort. This product had bad marketing yet for me it is successful. It also tastes great, especially the vanilla.
Posted by cindy on 30th March 2006
I started eating this Activia yogurt about a week ago as I have a history of IBS and was hoping to get some relief. So far, the only thing I have had is excessive diarrhea!!!! This can’t be good either.
Posted by Karen on 28th March 2006
I just went through a terrible 24 hr period of extreme shivering, shaking, teeth chattering, chills and fever, unlike anything I have ever experienced. It may be a coincidence, but the only dietary change during that time was the two Activia yogurts I consumed. Other people I know use it and say they have no problems, but I’m staying away.
Posted by Robert on 28th March 2006
I have read each and everyone’s comments about Activia and the ‘Bifidus Regularis’ and researched it and other bacteria..extensively. We ALL have millions of various types of ‘bacteria’ that live within us. YES, I do believe that Dannon ‘came up’ with this name. however they are no different than any other company that comes up with ‘words or slogans’ to promote their products, and gee….we ALL buy them don’t we?? Anyhow, made up or not, all I know is that I have suffered with IBS and other stomach related problems for several years now. The Drs. have ‘pumped me’ full of medications that are ‘supposed to’ take care of them..Yeah, right!! Well, I decided to try this Activia since I seemed to have ‘nothing to loose’ by trying it, and perhaps it might help. WELL…it did help my stomach problems and allowed me to have a daily BM (vs. 3-5 days apart)so I thought that perhaps I had found something that would work for ME, despite all of the other medications that I have had to continally take for health problems for several years. It ‘could’ be a problem relating to the eating of the Activia, but what I got was a ‘bad and nasty’ yeast infection within 1 day after trying it. I waited a few days, it got worse and ended up at my GYN Dr. and Gastro Dr….both whom had not heard of this product. They gave me what I needed to cure the yeast infection and told me that I may wish to ‘try the Activia again’ once it is over with, and then I would know if it was due to the Activia in my system. I don’t like thinking about getting another painful yeast infection, but I WILL be trying the Activia again, and will pray that it WAS just a coincidence, as I want something…other than ”drugs’ to help out my stomach problems. People who have NOT had to live with stomach problems DAILY should NOT CONDEMM this product just because they ‘gave a special name to something’!!!! It is like everything else in this world that you may think might help you…try it and if it does not work for YOU, then that has to do with YOU and not everyone else. Different things work for different people and it can interact with medications you are having pumped into our systems. If you want to ‘go after and condemn someone, why not put your energy on cracking down on these DOCTORS that give us all of this medication so THEY can get their kickbacks from prescribing them to us…They are more ‘suspect’ in things than Dannon is…As for me…I say ‘thank you Dannon’ for at least trying to come up with something that ‘can help some of us’…..Come in people…grow up and do your HOMEWORK regarding EVERYTHING before you just go ‘whining’ about it!!!!
Posted by Janice on 28th March 2006
Really, this has been an incredibly clever marketing ploy. ‘Bifidus Digestivum’ does sound like it could be a real, scientifically named, strain of bacteria, and the way in which it is said implies that it really is good for you, more so than other strains of bacteria. When one thinks about it, however, and comes to the conclusion that its just a marketing ploy, you start commenting on it to other people. This draws more attention to the product than it would have had otherwise. In response to what someone said regarding reporting them to the advertising standards agency, they actually haven’t done anything wrong. Whilst it annoys me as much as the rest of you, hats off to the people at Danone who thought of this.
Posted by Robert on 28th March 2006
I’ve been seeing the Ads for this yogurt with ‘Bifidus Regularis’ and as a medical professional, I’d never heard of anything like that. I said to myself that it MUST be an invented term by Dannon. Sure enough, I look in Taber’s and no Bifidus Regularis. I look on the web and find your site and get clarity. OF COURSE they can’t say ‘Our yogurt has the same thing as any other yogurt but we want you to buy ours just the same.’ Pseudo-science is alive and well and the American public will, literally, swallow anything.
Posted by Tim Collier on 27th March 2006
I have had IBS for most of my adult life, when I came into work today my co-worker said ‘maybe you should give this new product a try’. Well, anyone who has IBS, even if systoms are mild (mine are occassionally extream!) will try most anything to help their bowels behave. Another co-worker was going to local grocery on her break, so within hours I had my 4 pack of ‘ACTIVIA’ in hand. One the first thing I noted was Bifidus Regularis, said to my co-worker ‘I wonder if they just made that up’…just by the look of the words appeared ‘fake’. Sure enough,I can’t say I’m out raged, just disappointed. Having dealt with this health issue for so many years I know that all yogurt has active cultures in it…unless it is an over prosessed product. Dannon would have remained a company that held my respect if they had just ran and advertising campaign to remind and educate the public instead of try to ‘hood wink’ us. The product is good tasting yogurt…but the deseptive advertising will make this the last dannon product I buy.
Posted by Imn on 27th March 2006
Dont know for sure if its this product, but i was feeling fine before taking this, and after two days of use i got sick very dizzy,nausea,constipated and this lasted for a few days until i got what every it was out of me. will never use this stuf or anything like it again.
Posted by aa on 27th March 2006
I bought this stuff today (The vanilla) and it tastes great!
Posted by James on 25th March 2006
I have had problems with constipation for more than 20 years. It is a sad day when you accept having a BM every 5-6 days is normal. Over the last year I have eaten yogurt for breakfast daily and by no means did this change by constipation status. I have tried different medications, laxatives and home remedies over the years. Most either did not work or gave horrible cramps with minimal relief. If it did work, there was a dependency problem in that you could not go without it and eventually this can cause serious problems. After trying Activia I now have a daily BM with no cramping. I did not have a desire to examine every word on the packaging before trying it; I just wanted relief. Does it really matter if the words are made up if it works? You can be assurred that the ‘suggestion’ that it would give relief is not the reason it worked. If that were the case, then my problem would have been solved many years ago.
Posted by tdi on 24th March 2006
I too have had extremely severe boughts of diarrehea after about 4 days of eating Activia once a day. I’m really concerned this stuff is doing something bad.
Posted by commscholar on 24th March 2006
It’s great that all of you take marketing with a grain of salt, but no need to get so worked up. Bottom line, eating Yogurt every day is good for EVERYONE (unless you have a problem with dairy). Doctors often recommend healthy and unhealthy people eat yogurt every day, especially women (nothing prevents yeast infections better). Danone has made a smaller container of yogurt and focused more on the bacterial ingredients. GREAT. I only eat yogurt for the bacteria, so the less I have to eat and the more focus on bacteria the better. And to the ‘professor’ who claims you can’t have gastritis for over 15 days, please don’t give medical advice unless you are a gastroenterologist and you are seeing a patient who has asked for your advice. Many conditions involve frequent/constant gastritis. I have severe gastroparesis, and most of my life I have had mild to moderate gastritis, it goes with the territory, as many people with my condition can tell you. And yes, I have the Upper GI Series to prove this, I case you wanted proof. So, to all you folks with digestive problems, eating yogurt every day isn’t a bad thing, and I’ve found it to be very beneficial to me. I enjoy this product’s size, taste and ingredients, and I’ll continue to buy it.
Posted by Someone who knows what they're talking about on 24th March 2006
Apparently there is an actual ‘bifidus’ bacteria this however cannot be used to stand up against the glaring fact that there is no such thing as ‘Bifidus Digestivum’. Made up words and phrases are a highly successful marketing tool used to literally baffle vulnerable people with pseudo-science. Thanks for linking to my blog!
Posted by James Burns on 23rd March 2006
I fell for this one momentarily, in the groc shop on the way home after a long day. As soon as I got home looked up this illusionary word, just because it was suspect, the little ‘tm’ next to the pseudoscientific horsemanure. Oh well I guess falling for this sort of crap once is the cost of being tired and hungry at the grocery store. What the purveyors of this deception may not be counting into thier projections is the backlash of the ‘once-fooled’ who now look askance at any of thier products, ever after.
Posted by foolmeonce on 22nd March 2006
All I know is that after eating Activia for approx 2 weeks, my stomach is no longer bloated as it was for a longggg time, so apparently Activia has something in it that has helped my problem, whatever it was.
Posted by Susannah Marchy on 22nd March 2006
I had a colonoscopy done about a month ago (with negative results, thank goodness) and decided I would try Activia since my digestive tract was clean. I have had sudden onsets of diarrhea several times a day since starting eating this yoghurt once a day. Wondering if there’s something in it that makes this happen. It can’t be good for you.
Posted by Nadine Phelps on 20th March 2006
I have been partially quadriplegic for 10 years, suffering from slow digestion, bloated stomach and constipation. After trying all that the Dr had to offer, acupuncture and herbal medicines without success I recently started taking Danone Activia. It has worked far better than anything else and is definitely not a marketing gimmick. If anyone wishes to argue that it is a placebo effect they have to explain why the other medicines didn’t also have a placebo effect. I certainly had more pre-conceived belief in some of these than the Activia. I am not talking about a minor improvement, the effect is quite dramatic. I have also tried to be as ‘scientific’ as possible, conducting two separate ‘trials,’ one month apart.
Posted by Robert Chambers on 20th March 2006
I’m glad to hear about your improvement Robert, but I think that the site isn’t necessarily quibbling with the efficacy of otherwise of Activia specifically. I think the point is more that all they’re selling is live yoghurt, which you can get in big tubs for much less money, and using pseudo-scientific naming to make people think they’re getting more than that (for which they can charge more). It might be interesting to know what the outcome would be of more trials, comparing the effectiveness of Activia and some of the much cheaper unbranded alternatives… But even if the yoghurts do ‘reduce digestive transit time’, doesn’t that mean in most cases that the food won’t hang around long enough for as many of their nutrients to be absorbed? After all, some bulimics use large doses of laxatives so that they ‘purge’ the food and don’t put weight on…
Posted by Iain Jenkins on 20th March 2006
I have a blockage , and now eat Activia and it helps me to be regualr, wish I know of this Active befor sure whould of helped me befor my hetial hernia surgery also, but never to late it is helping me now, so thank you ,
Posted by Caroline on 11th March 2006
Since I have been taking activa for about 3 weeks, I have been having feeling like my a bit dizzy and a bit disoriented. May be interacting with some medication I have been taking. I did not even think about that. I have had all kinds of blood work and tests and one M.D. asked me if I was taking any herbal supplements. As I said, it did not even dawn on me.
Posted by njl on 10th March 2006
I have IBS and was looking towards a healthier lifestyle. I have started eating Activa and although I’ve started have a few stomach cramps still, I find that I’m not really that constipated any more, although it’s a bit painful to keep going the toilet. I hope these things dont contain laxatives!!
Posted by Linsey on 7th March 2006
Okay, these words latin, in case some of you don’t realize that. All form of laboratory bacteria (penicillilin for ex.) are given names such as this. Nothing new. Yogurt has always had live cultures. They are trying to improve them – none of you are in grade school. Don’t buy stuff you think is a gimmick if you feel this way.
Posted by Sherry Baze on 7th March 2006
Jo, if you had the symptoms of Adult Gastroenteritis (AKA A.G.E.) for more than 15 days, it certainly wasn’t AGE. AGE doesn’t last more than 10 days normally, unless there is something very wrong with your immune system (ie HIV). If these yogurts really are having an effect on your health, I’m afraid it is almost certainly psychosomatic.
Posted by Prof. Lucy Loo on 5th March 2006
Having suffered miserably with gastroenteritis for 3 months a couple of years ago, with no known medical cure other than invasive testing & possible surgery – something had to be done! As a last resort before facing the consultants, I tried these probiotic drinks with very good results – after 3 weeks that is, to build up whatever it is that does the do. I’ve since been on 1 a day & have recommended it to friends & family with I.B.S. with similar good results. After a break of 2 – 3 days the symptoms do return…so back to Activia & Yakult I go. However, this Actimel is not the same beasty at all & even while still taking them regularly, the symptoms are back & I feel dire. No wonder they’re selling them off at half price!
Posted by Josie Jo on 1st March 2006
This sort of bull must be stopped. It’s an insult and it’s brainwashing some dumb but otherwise decent folk. And TV stations turning up the volume during ads is not on either. These Danone marketing officials should be strung up by their essentials and see if their biffidus bovinemanuricus can save ’em then.
Posted by Ooo Danone! on 18th February 2006
I’d just love to know why there hasn’t been a complaint to the Advertising Standards Authority yet? It’s selling something under the pretext that it has a real benefit for people (and probably charging a premium for it and all). Thanks for the info.
Posted by Paul Hanlon on 6th February 2006
It’s the best sounding word I’ve heard in a long time. Although it’s made up which was a big disapointment to me! Love it. 🙂
Posted by Sarah O. on 1st February 2006
Thanks for the info, I was so irritated by this advert I just had to look up this very bogus-sounding bacteria name. It’s just sad that THEY (the marketing bods) think WE are stupid, I think it’s the other way round. The ingredients of face rejuvenating creams and shampoos also make me laugh, just who do they think they are kidding? LOL!
Posted by Chris on 16th January 2006
Just had to look bifidus digestivum up… Not in our average english dictionary, so to me it’s a made up name to sell a product and make it sound interesting and genuine.
Posted by Carol on 12th January 2006
Thank Christ I’m not the only one who finds this unadulterated bullshit a sad indictment of our gullible society!
Posted by Mike Brooker on 6th December 2005
I am glad that there are people like you around who are separating the holy shit from the bull shit.
Posted by The Girl Next Door on 20th November 2005
Brilliant – exactly what I was looking for. Why don’t Danone have anything about it on their site?
Posted by Iain on 10th November 2005
Sometimes I despair at people’s gullibility. Like Neave Blog I reckon they should call it Wemakeadis-Upie Aswegoalongum.
Posted by Sandra Jenkins on 10th November 2005