Activia launches ‘The Good Gut Guide’ to make gut health a priority in 2024 with Rachel Stevens and Dr Zoe Williams

With the new year in full swing, maintaining goals and achieving resolutions are at the forefront of people’s minds. As the nation turns over a new leaf, research from leading gut health yoghurt brand, Activia, has revealed that despite 59% wanting to improve their wellbeing in 2024, over half (57%) admit they give up on their goals by the end of January, with nearly eight in 10 giving up by February (78%).

The poll of 2,000 adults also revealed one in 10 adults expect to fail their wellbeing goals in 2024 due to falling into old habits (55%), losing patience because they won’t notice an immediate improvement (38%), and setting unrealistic goals that don’t 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, 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 inspire the nation on gut health.

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. The aim of the guide will be to educate the nation on easy steps to improve wellbeing, starting with the gut, to discover the positive impact this can have all year long.

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 show that a proportion of the nation’s diet consists of little variation, which could have a negative impact on gut health.

A third of Brits (34%) admit to mostly living off pasta, bread and rice, and over a third (36%) admit eating the same meals daily is a common occurrence. Eating a variety of fruits and vegetables a day helps the gut microbiome to thrive, yet 40% of the nation admit to eating less than three portions a day.

As part of ‘The Good Gut Guide’, Dr Zoe shares her top tips to help support the gut:

• Reach – for a variety of foods! One of the simple and effective ways to support the gut is by eating foods that can positively impact your gut microbiome, which is an important component of digestion and nutrient absorption. A varied diet with a diverse variety of fruits, vegetables, nuts, seeds, legumes, wholegrains, and fermented foods can help ensure your gut microbiome gets the nutrients it needs. Fermented foods such as yoghurts are a tasty and easy start to the day.

• Don’t stop movin’! Studies show that regular exercise can positively impact the gut, so try fitting in more walking, running, cycling or any activity of choice. In the colder months when you don’t feel like going outside, even simple daily stretches can help you feel energised and prepared for each day. Plus, when we exercise our brain releases a powerful cocktail of feel-good hormones that can make us feel good.

• Get your ZZZ’s – Activia’s research shows over a quarter (26%) of Brits do not have a good sleeping pattern, despite it being one of the top 2024 wellbeing goals 38% said they want to improve. Studies indicate that a lack of sleep can directly impact our hunger hormones and, therefore may also affect our food choices, digestive system and gut health. You’re more likely to reach for unhealthy foods which contain less nutrients and higher levels of sugar and unhealthy fats when you haven’t slept well so it’s important to get into a regular sleep pattern to encourage healthy eating which will likely have a positive impact on the diversity of gut microbes.

Rachel Stevens comments: “The New Year is a time when people aspire to look after their wellbeing yet so many of us give up on our goals due to falling into old habits, or having goals that aren’t achievable to keep up with every day. Since working with Activia over the last few months I’ve made conscious decisions to support my own gut health knowing the positive impact this can have on my own overall wellbeing!”

Rachel Wright, Danone UK&I’s Head of Marketing says: “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.”

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

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

About Lisa Baker, Editor, Wellbeing News 4102 Articles
Editor Lisa Baker is passionate about the benefits of a holistic approach to healing. Lisa is a qualified Vibrational Therapist and has qualifications in Auricular Therapy, Massage, Kinesiology, Crystal Healing, Seichem and is a Reiki Master.