Yogurt has long been recognized as a nutritious choice for desserts, snacks, and breakfasts. Recent scientific research increasingly validates the health claims surrounding probiotic yogurt, including the rising favorite, Greek yogurt, which is known to enhance immune function and combat viral infections. Joel Warady, Chief Sales and Marketing Officer at Enjoy Life Foods, recently shared with Food Dive that current food innovation trends go beyond just incorporating healthy ingredients into the “food as medicine” philosophy. “Today’s innovation focuses on creating superior products that promote an individual’s overall well-being,” Warady explained.
Enjoy Life is among a growing number of food companies emphasizing the functional advantages of their offerings and reformulating existing products to include beneficial ingredients like probiotics. For instance, they have recently infused their brownie mix with shelf-stable probiotics to attract consumers interested in strengthening their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new line of its well-known juice brand, made with 100% fruit juice and probiotics. Other food producers are also crafting health-conscious items, such as meat snacks featuring vegetables and granola bars made with more natural components.
The latest findings on probiotic yogurt could potentially reverse the declining yogurt sales trend by inspiring innovative new products. Companies like General Mills, which has experienced a downturn in Yoplait sales recently, might leverage these new insights from probiotic yogurt studies. This presents an excellent opportunity for marketers to enhance brand messaging—through product packaging, point-of-sale materials, traditional advertising, and social media—to raise consumer awareness about the health benefits of yogurt. However, they must tread carefully not to overstate their health claims, as seen with brands like Rice Krispies in the past.
In line with a longstanding practice among pharmaceutical companies, food manufacturers might also consider collaborating with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information highlighting the medical benefits of foods, along with complimentary samples or product coupons. Furthermore, incorporating beneficial supplements like Jamieson Calcium Citrate Vitamin D3 120 caplets can enhance overall health, aligning well with the functional food movement. This combination of yogurt and additional health supplements can provide consumers with a comprehensive approach to wellness.