ProViva Raspberry & Pomegranate fruit drink

ProViva is a pioneering Swedish functional beverage brand launched in 1994 by the dairy cooperative Skånemejerier. The product is famous for containing the patented probiotic strain Lactobacillus plantarum 299v, which was discovered through medical research at Lund University in the 1980s.

Historically, the brand was a joint venture between Skånemejerier and the French food giant Danone. In late 2025, it was announced that Danone reached an agreement to sell its controlling stake in the ProViva brand and its sole Swedish production facility, Österlenmejeriet in Lunnarp, back to local hands under the Lactalis-owned Skånemejerier group. This transition, expected to finalize in the first half of 2026, returns the brand's production and management to its regional roots in Skåne, Sweden, while operating under the umbrella of the world's largest dairy group, Lactalis.