The museum will be based in the heart of London’s Soho on Greek Street and will provide visitors with an interactive, immersive and highly visual experience whilst having an important educational purpose. It comes as consumer research conducted by Activia reveals a serious lack of understanding and confusion when it comes to what the gut’s role is, how it functions and how we can look after it – with 82 per cent of adults agreeing it’s important to look after this part of the body, but nearly a half (47%) don’t know where to start when it comes to their gut health. This lack of clarity amongst consumers is one of the main reasons why Activia is launching its ‘What the Gut?’ Museum, in a bid to demystify the gut and champion the importance of gut health for all.