Yogurt has been recognized for a long time as a nutritious choice for dessert, snacks, and breakfast. Recently, scientific research has increasingly supported the idea that the natural components found in probiotic yogurt — particularly the ever-popular Greek yogurt — can enhance immune function and combat viral infections. According to Joel Warady, chief sales and marketing officer for Enjoy Life Foods, recent trends in food innovation extend beyond simply adding healthy ingredients to the notion of food as medicine. “Today, innovation focuses on creating superior products that contribute 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 offerings and reformulating their existing products to include beneficial ingredients like probiotics. For instance, Enjoy Life has recently incorporated shelf-stable probiotics into its brownie mix to cater to consumers aiming to enhance their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its well-known product made from 100% fruit juice and probiotics. Additionally, other food producers are developing health-oriented options such as meat snacks infused with vegetables and granola bars featuring more natural ingredients.
The latest studies on probiotic yogurt could potentially reverse the recent decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has witnessed a downturn in Yoplait sales, may find an opportunity to benefit from the insights provided by this new research on probiotic yogurt. Marketers have a unique chance to raise consumer awareness regarding yogurt’s health advantages through effective brand messaging — utilizing product packaging, point-of-sale signage, traditional advertising, and social media platforms. However, it is crucial not to exaggerate health claims, as seen in past examples with brands like Rice Krispies.
In line with a longstanding practice among pharmaceutical companies, food manufacturers might also explore collaborations with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information that discusses the medical benefits of foods, including those containing calcium citrate made from natural sources, alongside free samples or product coupons. This approach could further enhance the appeal of functional foods, including yogurt, by linking them to recognized health benefits.