Probiotics have emerged as one of the most sought-after functional ingredients in food and beverage products today. Various strains of beneficial bacteria have demonstrated their ability to support digestive health, enhance immunity, and improve organ function, leading to a continuously expanding probiotics market. According to BCC Research, the global probiotics market is expected to reach $50 billion by 2020. For years, different probiotics have been incorporated into various food and drink offerings, providing additional advantages to consumers without altering taste or texture. A notable strain, GanedenBC30, has been a frontrunner in this domain. Developed in 1997, this spore-forming bacterium is stable and effective in a wide range of food and beverage products, including baking mixes and protein powders.
Recently, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio, where President and CEO Michael Bush, also the president of the International Probiotics Association, shared insights on the science, strategy, and future of probiotics, including GanedenBC30. The following is a lightly edited transcript of our discussion.
Food Dive: How has the probiotics business evolved over the past few years?
Bush: It’s been incredibly busy. We’ve seen a significant increase in product launches. This year alone, we’ve introduced over 200 SKUs to the market. Ganeden is doubling its size approximately every couple of years, which is evident in our SKU counts. We currently have 800 products across more than 60 countries, with many successful launches. The products resonate well with consumers, and it’s exciting to see BC30 logos in nearly every aisle of grocery stores today. This contrasts sharply with just a few years ago when we would only find one bar on a shelf. The industry is growing at over eight percent annually, with no signs of slowing down.
Food Dive: When did the shift in the probiotics market begin?
Bush: I would say 2011 and 2012 were pivotal years. Consumers began to explore options beyond yogurt and supplements, embracing non-yogurt and non-supplement products. This created a new category worth $1 to $2 billion that continues to gain traction with consumers.
Food Dive: GanedenBC30 has clearly played a significant role in this development.
Bush: Absolutely. We essentially created this market segment. We were pioneers in introducing probiotics into baking mixes, probiotic waters, juices, and protein powders. Our founder discovered this family of bacteria using selective isolation methods, identifying strains that thrived at various temperatures and had distinct metabolic properties. BC30 was selected for its ability to grow below body temperature, coupled with the stability and immune and digestive benefits we anticipated.
Food Dive: What triggered the surge in food applications?
Bush: We committed to focusing on this market. We launched our ingredient business in 2006, and it took over a year to complete the necessary regulatory work for FDA GRAS (Generally Recognized as Safe) status. Once we obtained that, we directed more resources towards clinical studies. To date, Ganeden has 27 published, peer-reviewed studies. It takes time and effort, but with continued clinical work, we aim to uncover new claims and benefits for consumers.
Food Dive: What functional benefits do probiotics and GanedenBC30 offer?
Bush: The benefits are strain-specific. We can support claims of immune support and probiotics at 500 million CFU (colony-forming units) per day. With one billion CFU per day, we can additionally support digestive health and protein utilization claims. BC30’s spore form allows it to survive gastric acidity and maintain shelf life effectively.
Food Dive: Are there any recent findings on BC30’s efficacy?
Bush: Yes, there are always new developments. Our latest research pertains to the cell wall, introducing a new ingredient called Staimune, which consists of inactivated BC30 cells. We recently received clinical data, but it’s under publication review, so I can’t share specifics just yet.
Food Dive: What does it take to develop a functional probiotic strain?
Bush: It involves extensive screening. Known probiotic strains are preserved in repositories like the ATCC (American Type Culture Collection). Safety is the foremost concern, followed by effectiveness testing. The International Probiotics Association and the Council for Responsible Nutrition recently issued guidelines for proper probiotic labeling, emphasizing strain specificity. For instance, we specify “Bacillus coagulans GBI-30 6086” rather than a generic term like “Bacillus coagulans.”
Food Dive: What challenges do probiotics face?
Bush: The main challenges revolve around formulation. When using traditional strains like lactobacillus or bifidobacteria in food products, it’s crucial to create an environment that maintains viability throughout shelf life and consumption. While BC30 helps address these challenges, we still encounter obstacles, particularly with shelf-stable or sterile products.
Food Dive: When a manufacturer wants to use BC30, do you collaborate with them?
Bush: It depends on the company structure. Typically, we provide samples, and their R&D formulates the product, which they then send back to us for viability testing. We help optimize formulations to ensure they meet the required specifications.
Food Dive: What are some unexpected applications for probiotics today?
Bush: The beverage industry has embraced probiotics extensively. For instance, we’re seeing them in microwave muffins, trail mixes, and even kale chips—unexpected places for probiotics. We usually focus on healthier product options, avoiding less nutritious items.
Food Dive: Do manufacturers come to you for products targeted at specific populations?
Bush: Certainly! We have products for children, athletes, seniors, and individuals with food allergies, often driven by personal experiences of our clients.
Food Dive: Where do you see the market heading?
Bush: We anticipate a shift toward more condition-specific probiotics. There are already products targeting heart and kidney health, and as research on the microbiome advances, we expect to see probiotics that address mood and stress-related issues.
Food Dive: Are there strains specifically for heart and kidney health?
Bush: Yes, specific strains have been identified for these conditions, which require thorough screening and clinical validation.
Food Dive: Are most strains as robust as BC30?
Bush: No, many are vegetative cells and typically sold as supplements, allowing for better environmental control. However, we expect to see more targeted probiotic supplements in the market.
Food Dive: Probiotics are widespread now. Do you think this trend will continue?
Bush: Absolutely. The International Probiotics Association has noted over 1,500 studies published in recent years, demonstrating significant interest and investment in probiotics.
Food Dive: What do you think will be the next advancement for probiotics?
Bush: I believe the focus will shift to the microbiome, similar to how the human genome sparked interest in personalized medicine. The next evolution of probiotics will likely be driven by strain-specific data connected to individual health claims.
In the context of ongoing innovation in the probiotics sector, the introduction of products like calcium citrate petites from Walgreens highlights the growing consumer interest in functional ingredients. As the market continues to evolve, it will be fascinating to see how these developments enhance consumer health and wellness initiatives.