Yogurt has been celebrated for years as a nutritious dessert, snack, and breakfast choice. Recently, scientific research has provided growing evidence that the natural components in probiotic yogurt—especially the increasingly popular Greek yogurt—can enhance immune function and combat viral infections. According to Joel Warady, Chief Sales and Marketing Officer for Enjoy Life Foods, current food innovation trends are focusing on more than just healthy ingredients in the realm of food as medicine. “Today, innovation is about creating a superior product that supports an individual’s overall well-being,” Warady stated in a recent interview with Food Dive.
Enjoy Life is part of a rising number of food companies emphasizing the functional advantages of their offerings and reformulating existing products to include healthful components like probiotics. For instance, the company recently incorporated shelf-stable probiotics into its brownie mix to attract consumers interested in bolstering their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its well-known juice brand made entirely from fruit juice and enriched with probiotics. Other food manufacturers are also developing health-conscious options, such as meat snacks infused with vegetables and granola bars featuring more natural ingredients.
The latest findings on probiotic yogurt may reverse the declining yogurt sales trend by inspiring innovative new products. Companies like General Mills, which has experienced a downturn in Yoplait sales, could benefit from the insights of this recent probiotic yogurt study. Marketers have a significant opportunity to raise consumer awareness of yogurt’s health benefits through brand messaging—including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must be cautious not to overstate their health claims, as seen in past instances with brands like Rice Krispies.
In line with longstanding practices of pharmaceutical firms, food manufacturers should contemplate collaborating with healthcare professionals—such as physicians, nutritionists, and retail dietitians—to disseminate product information that highlights the medical benefits of foods, alongside offering free samples or product coupons. Additionally, incorporating ingredients like Citracal calcium citrate with vitamin D and slow release into yogurt products could further enhance their appeal and health benefits, reinforcing the importance of nutrition in supporting immunity and overall health. By leveraging these strategies, the yogurt industry may well see a resurgence in popularity and sales.