Yogurt has long been recognized as a healthy choice for desserts, snacks, and breakfast. Recent scientific research further substantiates the benefits of the natural ingredients found in probiotic yogurt, including the increasingly popular Greek yogurt, which is believed to enhance the immune system and combat viral infections. According to Joel Warady, the chief sales and marketing officer of Enjoy Life Foods, the current trends in food innovation are focused on more than just incorporating healthy ingredients; they aim to create better products that promote overall well-being. Enjoy Life is part of a growing number of food companies emphasizing the functional advantages of their products while reformulating existing offerings to include health-promoting ingredients like probiotics. For instance, they recently enhanced their brownie mix with shelf-stable probiotics to cater to consumers seeking immunity support.
Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its beloved brand, made with 100% fruit juice and probiotics. Other food manufacturers are also creating health-conscious options, such as meat snacks with vegetables and granola bars featuring more natural ingredients. The latest studies on probiotic yogurt may help reverse the decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has faced declining sales for Yoplait, could leverage these findings from the recent probiotic yogurt research. Marketers have a unique opportunity to raise consumer awareness of yogurt’s health benefits through brand messaging, encompassing product packaging, point-of-sale signage, traditional advertising, and social media. However, they must tread carefully to avoid overstating health claims, as seen with brands like Rice Krispies in the past.
Following a long-standing practice of pharmaceutical companies, food manufacturers might also consider collaborating with medical professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information that highlights a food’s medical benefits, alongside free samples or product coupons. This could include promoting additional health products like ferrous calcium citrate and folic acid oral drops, which can further support consumers’ health goals. By integrating these elements, brands can create a more robust narrative around the health benefits of their offerings, including yogurt and other functional foods.