Further the US litigation and the EU health claims law, and just before the decision of the EFSA on Activia, Danone thus decided to change Activia communication and marketing. Advertising does not talk about health benefits any more, but about pleasure and taste. On Danone's website, one can read : ""Drinking and eating are, first and foremost, a source of pleasure, and while the initial purchase of a product may be motivated by a health benefit, in the majority of cases, a repeat purchase is motivated by the taste"".