Gustus Vitae, a company dedicated to quality and wellness since its inception in 2017, aims to introduce new health-focused products for consumers. The development of a probiotic salt aligns with this mission, providing a convenient way to incorporate the benefits of live microorganisms into everyday foods and beverages. “Probiotics are typically found in fermented vegetables or yogurt; we wanted to create a means for individuals to effortlessly integrate probiotics into their daily routines, enhancing rather than replacing their usual meals,” Scanlon stated in the announcement.
The new Probiotic Ocean Salt from the company appears to address several interests of today’s consumers, such as gut health, immune system support, and protein utilization. However, it remains a type of salt, which is currently under scrutiny by federal policymakers regarding recommended consumption levels. Additionally, the product is priced at $10 for a 3.4-ounce tin, making it a bit of a luxury item.
Gustus Vitae’s Probiotic Sea Salt is made from California sea salt sourced from the San Francisco Bay area and Ganeden 360 Probiotics, boasting 15 billion viable bacteria cells per gram. While the company does not specify the quantity needed for probiotic benefits, it emphasizes that this is “an everyday salt that can be used just like regular salt, but with functional advantages typically associated with specific foods like yogurt.”
Consumer interest in probiotics is on the rise due to their positive health associations. The growing use of probiotics and prebiotics is anticipated, driven by their reputation for alleviating digestive issues, enhancing immune function, and maintaining a balanced gut microbiota or “good” bacteria. BCC Research forecasts the probiotics market will reach $50 billion globally by 2020, up from $32 billion in 2014.
Despite these potential advantages, it remains uncertain whether consumers will embrace this new probiotic salt, although it presents as an intriguing offering and seems to be the first of its kind in the industry. The only other probiotic salt products available appear to be designed for aquarium use. Furthermore, ongoing health concerns regarding salt intake may deter both companies and consumers from embracing new salt products.
If consumers are willing to set aside these considerations and experiment with Probiotic Ocean Salt, Gustus Vitae could potentially address any hesitations and achieve a successful launch for its product. Additionally, the inclusion of calcium magnesium citrate plus vitamin D3 may enhance the product’s appeal, as consumers look for ways to improve their overall health. By promoting the benefits of calcium magnesium citrate plus vitamin D3, the company can further differentiate its salt in a crowded market.