Yoghurt was an aquired taste for me and I didn't start eating it until I was in my mid-teens and that was some 'flavored' Ski yoghurt. I had seen some friends eating it, tried some of their's, found I quite liked it and then started to get my own. I wasn't aware then of the thickeners and additives in it until much later and then changed it for bio yoghurt which now I like to have with fruit or muesli. I am not convinced that Activia yoghurt is any better or worse than any other probiotic yoghurt. The problem is for me is I like to eat it with a spoon rather than drink it and Activia does come in such silly little bottles. However, my system does feel less sluggish after eating it, I just feel healthier in a similar to eating a meal of fresh fish and vegetables. Psychologically knowing that something is going to be better than junk food or saturated fat perhaps it is going to give that feel good factor and sense of well-being anyway?