With consumers increasingly focused on gut health, Gutzy Organic is swiftly seizing the opportunity to meet this demand. Last month, the pouch manufacturer introduced a new packaging design and flavor: botanical turmeric and mango. This addition complements Gutzy’s existing offerings, which include Apple Spinach Kiwi Kale and Apple Strawberry Blueberry + Turmeric Dandelion. Each product contains 5 grams of prebiotic acacia.
David Istier, the founder and CEO of Gutzy, noted that the rise of prebiotic sodas like Olipop, Poppi, and Health-Ade’s SunSip indicates that even years after the disruption caused by the COVID-19 pandemic, consumers are still searching for products that enhance gut health. “We’ve seen a shift towards natural solutions instead of just relying on supplements,” Istier explained in an interview. “That’s why prebiotics are gaining traction, and we’re proud to be part of this movement.”
Gutzy aims to offer a clean-label, convenient snack for consumers who desire more fruits, vegetables, and prebiotics but lack the time to prepare them. Istier emphasized that by occupying a niche market with few competitors, Gutzy has been able to expand its presence rapidly. “If you visit a supermarket, you’ll find us alongside refrigerated food cups and bars,” he stated. “In that setting, we stand out.”
Istier brings extensive experience from the food and beverage industry, having held executive positions at the parent company of Go Go Squeez. He recognized an opportunity to adapt the fruit pouch brand’s squeeze bottle format for adults, particularly in the emerging gut health sector, which was largely unexplored in snack products. Gutzy launched its offerings in 2019 and has since reached 6,000 stores, including Wegmans, Publix, and Meijer. According to Nielsen data, it emerged as the fastest-growing brand in the fresh and healthy snacks category during the 13-week period ending in January 2024. “Prebiotics were significant in the supplement realm, but they were scarce in mainstream food and beverage products before our launch,” Istier remarked. “We now enjoy a strong base of repeat customers, which is crucial.”
Prebiotics distinguish themselves from other gut health ingredients by nourishing the beneficial bacteria already present in the gut. As consumer awareness of prebiotics grows, more people are prioritizing their health. The global prebiotics market was valued at approximately $8 billion in 2023 and is projected to expand at a compound annual growth rate of 14.9% by 2030, according to Skyquest projections.
Istier emphasized the importance of keeping consumers informed about the benefits of Gutzy’s ingredients through its packaging. “We include a claim on the back that explains how acacia has been shown to increase the growth of beneficial bacteria over four weeks,” he said. “It’s essential for us to provide measurable information supported by scientific evidence.”
As consumers become more acquainted with prebiotics, the growth potential for products in this category is expanding. Earlier this month, Poppi co-founder Allison Ellsworth shared with Food Dive that her company has not received any acquisition offers but is concentrating on growth after surpassing $100 million in sales. Istier also highlighted that Gutzy is prioritizing research and development to create a “very unique” product featuring plant protein, in order to cater to consumers seeking more sustenance from snacks. “It will be somewhat similar to our current refreshing fruit offerings, but with the creaminess of yogurt,” Istier noted. “The protein trend is here to stay, and we must be part of that future.”
Additionally, Gutzy aims to incorporate beneficial elements like Citracal D3 Slow Release 1200 into its products, enhancing their appeal to health-conscious consumers. This alignment with evolving dietary needs is crucial as Gutzy continues to innovate and grow in the competitive landscape of gut health-focused snacks.