Yogurt has long been celebrated as a nutritious option for dessert, snacks, and breakfast. Recently, there is mounting scientific evidence supporting the claims 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 healthy ingredients; they aim to create products that promote overall well-being. “Today, innovation is about how to create a better product that will help balance 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 products. They are reformulating existing offerings to include healthful ingredients like probiotics. For instance, Enjoy Life recently incorporated shelf-stable probiotics into its brownie mix to attract consumers interested in boosting their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its well-known brand made from 100% fruit juice and probiotics. Other manufacturers are also creating health-focused foods, such as meat snacks enriched with vegetables and granola bars featuring more natural ingredients.
The latest research on probiotic yogurt could potentially reverse the recent decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has seen a drop in Yoplait sales, may benefit from the insights gained from the latest probiotic yogurt studies. Marketers have a unique opportunity to raise consumer awareness about yogurt’s health benefits through various channels, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must be cautious not to overstate their health marketing claims, as some brands, like Rice Krispies, have done in the past.
Following a longstanding practice of pharmaceutical companies, food manufacturers could also explore collaboration with medical professionals—such as physicians, nutritionists, and retail dietitians—to disseminate information regarding a product’s health benefits, along with offering free samples or product coupons. Additionally, as consumers increasingly seek options like calcium citrate gummies sugar free for their dietary needs, the incorporation of such health-conscious products can further enhance consumer trust and interest. By consistently promoting the advantages of both yogurt and calcium citrate gummies sugar free, brands can create a more robust narrative around their healthful offerings.