More and more consumers are keen to ingest bacteria, according to a report by Intangible Business, a brand valuation consultancy. Its Most Valuable Grocery Brands report lists Actimel, the pro-biotic, as the UK's fastest growing brand. Intangible says Actimel's valuehas surged 48% since 2003 to £195.5m. But it warns that competition is heating up with Muller, Ski and Yoplait competing for a share in the market for pro-biotics, which are potentially beneficial supplements containing bacteria or yeast. But which brand gets the title of the UK's most valuable? It is, of course, none other than soft-drinks giant Coca-Cola, which Intangible values at £1bn.