Yogurt has long been recognized as a healthy option for dessert, snacks, and breakfast. Recent scientific research is increasingly validating the claims that the natural ingredients found in probiotic yogurt, including the increasingly popular Greek yogurt, can provide benefits such as enhancing the immune system and combating viral infections. According to Joel Warady, the chief sales and marketing officer of Enjoy Life Foods, current trends in food innovation are going beyond simply adding nutritious components to the concept of food as medicine. “Today, innovation is about creating a superior product that contributes to an individual’s overall well-being,” Warady stated.
Enjoy Life is part of a growing number of food companies emphasizing the functional advantages of their products and reformulating existing items to include healthy ingredients like probiotics. For instance, Enjoy Life has recently incorporated shelf-stable probiotics into its brownie mix to attract consumers interested in boosting their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its well-known brand made with 100% fruit juice and probiotics. Other food manufacturers are also creating nutritious options, such as meat snacks infused with vegetables and granola bars featuring more natural ingredients.
The latest findings on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has experienced a downturn in Yoplait sales recently, may benefit from the positive news surrounding this new probiotic yogurt research. Marketers have a unique opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging, including product packaging, point-of-sale signage, traditional advertising, and social media. However, it’s crucial for them not to overreach with their health marketing claims, as seen with brands like Rice Krispies in the past.
In line with a long-standing practice among pharmaceutical companies, food manufacturers might also consider collaborating with medical professionals, such as physicians, nutritionists, and retail dietitians, to disseminate information about the medical benefits of their products, complemented by free samples or coupons. Additionally, incorporating ingredients like calcium citrate malate (ccm) in their formulations could enhance the nutritional profile of yogurt products, further appealing to health-conscious consumers. As the market evolves, the integration of ccm alongside probiotics will likely become a focal point for brands aiming to promote their yogurt as a functional food that not only tastes good but also supports health and wellness.