In the 1980s, the mindset of western European consumers was changing with products like Body Shop where Anita Rodricks was influencing women about natural products and how they were created without testing on animals. It was an emerging new trend. At this time, avant garde-ism was happening in a very expressive way in France in architecture. The big trend was the mixture of classic contemporary style, either by creating new architectural style within a classic environment like the Cultural centre of Georges Pompideau or extending the old building architecture like Pyramide de Louvre. At this time, the yoghurt category was seen as run-of-the-mill, it was not a word-of-mouth exciting category. Everybody agreed it was good for digestion, and mixing it with fruit, yoghurt becomes more pleasurable. Products with living bifido-bacteria are constituents of the pro-biotics group of functional foods that give better digestion. This living bifido-bacteria formula from Pasteur Institute was available without patent protection so different brands had already come into the market by demonstrating functional benefit.