Yogurt has long been celebrated as a nutritious choice for dessert, snacks, and breakfast. Increasing scientific research now backs the notion that the natural components in probiotic yogurt—including the increasingly favored Greek yogurt—can enhance immune function and combat viral infections. Joel Warady, chief sales and marketing officer for Enjoy Life Foods, recently shared with Food Dive that contemporary food innovation goes beyond simply incorporating healthy ingredients into the idea of food as medicine. “Today, innovation is about 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 that emphasize the functional advantages of their offerings and reformulate existing products to include beneficial ingredients like probiotics. For instance, Enjoy Life has recently integrated shelf-stable probiotics into its brownie mix to attract consumers looking to enhance their immunity.
Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new line made from 100% fruit juice and probiotics. Other food manufacturers are also focusing on healthful options, such as meat snacks infused with vegetables and granola bars crafted from more natural ingredients. The latest findings regarding probiotic yogurt could potentially reverse the declining yogurt sales trend by inspiring innovative new products. Companies like General Mills, which has experienced a downturn in Yoplait sales, might capitalize on the insights from recent probiotic yogurt studies. Marketers have a unique chance to promote consumer awareness of yogurt’s health benefits through various channels—ranging from product packaging and point-of-sale signage to traditional advertising and social media. However, they must also exercise caution to avoid overstating health claims, a pitfall that brands like Rice Krispies have encountered in the past.
In line with a longstanding practice among pharmaceutical companies, food manufacturers could consider collaborating with healthcare professionals, including physicians, nutritionists, and retail dietitians, to share product information detailing the medical benefits of foods, along with free samples or coupons. Additionally, incorporating products like Solgar Liquid Calcium Magnesium Citrate with Vitamin D3 into their formulations could further enhance the appeal of yogurt as a health-focused option. By highlighting the benefits of such ingredients, brands can effectively engage consumers who are increasingly interested in nutrition and wellness.