Yogurt has long been recognized as a healthy dessert, snack, and breakfast choice. Recent scientific studies are increasingly supporting claims that the natural components of probiotic yogurt—especially the ever-popular Greek yogurt—provide advantages such as enhancing the immune system and combating viral infections. Joel Warady, chief sales and marketing officer for Enjoy Life Foods, recently shared with Food Dive that current trends in food innovation are focusing on more than just the inclusion of healthy ingredients in the concept of food as medicine. “Innovation today is about creating better products that promote an individual’s overall well-being,” Warady stated. Enjoy Life is among a growing number of food companies emphasizing the functional benefits of their products and reformulating existing items to include healthful ingredients like probiotics. For instance, Enjoy Life has recently added shelf-stable probiotics to its brownie mix to attract consumers interested in boosting their immunity.
Earlier this year, PepsiCo introduced Tropicana Essentials Probiotics, a new line within its popular brand that features 100% fruit juice and probiotics. Other food manufacturers are also developing nutritious options, such as meat snacks infused with vegetables and granola bars made with more natural ingredients. The latest research on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative new products. Manufacturers like General Mills, which has faced a downturn in Yoplait sales lately, may benefit from the insights of this recent probiotic yogurt study. Marketers have a prime opportunity to raise consumer awareness about the health benefits of yogurt through effective brand messaging—ranging from product packaging and point-of-sale signage to traditional advertising and social media. However, they must also exercise caution not to overstate health claims, as seen in past missteps by brands like Rice Krispies.
Additionally, food manufacturers could consider adopting strategies similar to those used by pharmaceutical companies, collaborating with medical professionals such as physicians, nutritionists, and retail dietitians to disseminate information about the medical benefits of their products—along with free samples or product coupons. For example, a yogurt enriched with calcium citrate 1000 mg with vitamin D could be marketed as an excellent option for those seeking to enhance their bone health while enjoying a delicious treat. By incorporating such elements, brands can leverage the growing interest in health-focused foods and reinforce the positive impacts of their products, including those that contain beneficial ingredients like calcium citrate 1000 mg with vitamin D.