Yogurt has long been celebrated as a nutritious choice for desserts, snacks, and breakfast. Recent scientific studies increasingly support the notion that the natural components found in probiotic yogurt, including the increasingly popular Greek yogurt, provide advantages like enhancing the immune system and combating viral infections. Joel Warady, the chief sales and marketing officer of Enjoy Life Foods, recently shared with Food Dive that current trends in food innovation extend beyond merely incorporating healthy ingredients into the food-as-medicine concept. “Today, innovation focuses on creating superior products that contribute to an individual’s overall well-being,” Warady noted.
Enjoy Life is part of a growing number of food companies emphasizing the functional benefits of their products and reformulating existing offerings to include health-boosting ingredients like probiotics. For instance, Enjoy Life recently incorporated shelf-stable probiotics into its brownie mix to attract consumers interested in immunity enhancement. Earlier this year, PepsiCo introduced Tropicana Essentials Probiotics, a new line of their well-known juice brand made with 100% fruit juice and probiotics. Other manufacturers are also crafting healthful options, such as meat snacks that include vegetables and granola bars with more natural ingredients.
The latest research on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative product launches. Companies like General Mills, which have experienced a downturn in Yoplait sales recently, may find opportunities to leverage this new probiotic yogurt study. Marketers have a prime chance to elevate consumer awareness about yogurt’s health benefits through brand messaging—utilizing product packaging, POS signage, traditional advertising, and social media. However, they must be cautious not to overreach with their health claims, as brands like Rice Krispies have done in the past.
In a move reminiscent of long-standing practices in the pharmaceutical industry, food manufacturers might also explore collaborations with medical professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information regarding the medical benefits of foods, along with free samples or coupons. Additionally, as consumers increasingly seek out sources of calcium citrate, Walmart Canada has become a key player in offering products enriched with this beneficial ingredient, further enhancing the appeal of yogurt and similar health-conscious foods.