Ketchum and Activia Make Gut Health a Priority in 2024 with Rachel Stevens and Dr Zoe Williams

Activia has teamed up with ongoing ambassador and pop sensation, Rachel Stevens, and leading media doctor, Dr Zoe Williams, to launch ‘The Good Gut Guide’ campaign to educate the nation on easy steps to improve wellbeing, starting with the gut.

It comes as consumer research conducted by Activia reveals over half (57%) admit in previous years they give up on their goals by the end of January, with nearly eight in 10 giving up by February (78%). One in 10 adults admit they expect to fail their wellbeing goals in 2024 due to falling into old habits (55%), losing patience because we won't notice an immediate improvement (38%), and setting unrealistic goals that do not fit into daily routines (26%).

What many might not know is that the gut can play a significant role in supporting overall wellbeing. Nearly two-thirds (65%) of Brits admit they need to take better care of their gut health in 2024, yet only 12% feel very confident they know how to.

That’s why Activia has teamed up with ongoing ambassador and pop sensation, Rachel Stevens, and leading media doctor, Dr Zoe Williams, to launch 'The Good Gut Guide' to educate the nation on easy steps to improve and maintain wellbeing, starting with the gut, to discover the positive impact this can have all year long.

As a busy career woman and mum of two, Rachel Stevens is an avid gut health advocate and knows the importance of prioritising wellbeing, even when she is on the go and on tour. Rachel Stevens and Dr Zoe Williams will feature in the Good Gut Guide series available on Activia’s Instagram channel over the coming months.

Activia's research shows improving fitness (51%) and getting more sleep (38%) will be a priority for Brits in 2024, with over a third looking to home in on eating a more balanced and varied diet (31%).

Despite over three quarters (76%) believing they already have a varied and balanced diet, the findings shows how little variation the nation's diets consist of, which could have a negative impact on people's gut health. A third of Brits (34%) mostly live off pasta, bread and rice, and over a third (36%) admit eating the same meals daily is a common occurrence. A further 40% eat less than three portions of fruit and vegetables a day.

"We are delighted to be partnering with pop sensation Rachel Stevens and leading media doctor, Dr Zoe Williams for ‘The Good Gut Guide’ campaign to educate the nation on the easy steps you can take to support your gut to stay on track with your new year goals. The new year is the perfect time to turn over a new leaf, and by understanding the importance of gut health and the significant role this can play in improving wellbeing, individuals can make informed choices about their diet and lifestyle to help maintain their goals throughout the year." said Rachel Wright, Danone UK&I's head of marketing. 

"It's been a pleasure to partner with Activia to launch The Good Gut Guide campaign with Rachel Stevens and Dr Zoe Williams. Many of us aspire to look after our wellbeing in the New Year, yet it can be so easy to fall into old habits and give up on our goals early on without the right tools to keep you on your wellbeing journey. The campaign highlights the importance of gut health and its significant role in supporting our overall wellbeing, and the easy steps we can take to make a difference in our everyday lives as part of your daily routine to maintain 2024 goals.” said Faye Bell, practice director at Ketchum.

For more information on how to support your gut health, visit here.

*Activia contains calcium which contributes to the normal function of digestive enzymes. Enjoy as part of a balanced diet and healthy lifestyle.