Yogurt has been celebrated for quite some time as a nutritious option for dessert, snacks, and breakfast. Recent scientific research increasingly supports the idea that the natural ingredients found in probiotic yogurt—especially the increasingly popular Greek yogurt—can enhance the immune system and combat viral infections. According to Joel Warady, chief sales and marketing officer of Enjoy Life Foods, current trends in food innovation are focusing on more than just incorporating healthy ingredients into the concept of food as medicine. “Today, innovation is about 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 advantages of their products while reformulating existing offerings to include healthful ingredients like probiotics. For example, they recently added shelf-stable probiotics to their brownie mix to attract consumers interested in boosting their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new line made with 100% fruit juice and probiotics. Other manufacturers are also creating health-conscious foods, such as meat snacks with vegetables and granola bars made with more natural ingredients.
The latest findings on probiotic yogurt may help reverse the decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has experienced a downturn in Yoplait sales recently, could leverage this new research on probiotic yogurt. Marketers have a significant opportunity to raise consumer awareness about the health benefits of yogurt through brand messaging—utilizing everything from product packaging and point-of-sale signage to traditional advertising and social media. However, they must be cautious not to overstate health claims, as brands like Rice Krispies have done in the past.
In a practice borrowed from the pharmaceutical industry, 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, possibly including free samples or product coupons. Additionally, incorporating elements like calcium citrate and pure encapsulation into their offerings could further enhance the appeal of their products, creating even more opportunities for growth in this evolving market.