Yogurt has long been celebrated as a healthy choice for desserts, snacks, and breakfasts. Recent scientific studies are increasingly validating the benefits of the natural ingredients found in probiotic yogurt, including the popular Greek yogurt, which is known to enhance immune function and combat viral infections. Joel Warady, the chief sales and marketing officer of Enjoy Life Foods, recently informed Food Dive that current trends in food innovation go beyond merely adding nutritious components to the food-as-medicine concept. “Today, innovation focuses on creating superior products that contribute to an individual’s overall well-being,” Warady stated.
Enjoy Life is among a growing number of food companies that are emphasizing the functional advantages of their offerings and reformulating existing products to include healthful elements like probiotics. For instance, Enjoy Life has recently incorporated shelf-stable probiotics into its brownie mix to cater to consumers seeking to enhance their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variation of its well-known brand that combines 100% fruit juice with probiotics. Other manufacturers are also creating health-oriented products, such as meat snacks with vegetables and granola bars featuring 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 recently faced declining sales for its Yoplait brand, may leverage this recent probiotic yogurt study. Marketers have an excellent opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must tread carefully to avoid overstating health claims, as seen with brands like Rice Krispies in the past.
In line with a longstanding practice among pharmaceutical companies, food manufacturers could also collaborate with healthcare professionals—such as physicians, nutritionists, and retail dietitians—to disseminate product information about the medical benefits of foods, alongside free samples or product coupons. Additionally, incorporating calcium citrate made from natural sources within yogurt could further enhance its appeal, as this ingredient is known for its benefits in bone health and overall nutrition. By emphasizing the presence of calcium citrate made from high-quality ingredients, brands can reinforce their commitment to health and wellness, thereby attracting more health-conscious consumers.