Probiotics have emerged as one of the most sought-after functional ingredients in food and beverage products today. Various strains of beneficial bacteria have demonstrated their ability to enhance digestive health, strengthen immunity, and improve organ function, leading to a burgeoning probiotics market. According to BCC Research, the global probiotics market was projected to reach $50 billion by 2020. For years, different probiotics have been incorporated into numerous food and drink items, offering additional health benefits to consumers without altering taste or texture. One standout strain, GanedenBC30, has pioneered this functional ingredient space. This spore-forming bacteria, developed in 1997, is robust enough to maintain its efficacy across a range of food and drink products, appearing in everything from baking mixes to protein powders.
Recently, Food Dive visited the corporate offices of Ganeden in Mayfield Heights, Ohio. In a conference room filled with products containing GanedenBC30, President and CEO Michael Bush, who also leads the International Probiotics Association, shared insights into the science, strategy, and future of probiotics and GanedenBC30. The following is a lightly edited transcript of their conversation.
Food Dive: How has the probiotics industry evolved in recent years?
Bush: It’s been incredibly active. We’ve seen a significant increase in product launches, with over 200 SKUs introduced this year alone. Ganeden has been doubling its size every few years, which is reflected in our SKU counts. We’re now present in 800 products across more than 60 countries, and many of these launches are resonating with consumers. It’s exciting to walk through grocery stores and see BC30 logos in almost every aisle. This is a stark contrast to just a few years ago when we would only find one bar on a shelf. The industry continues to grow at over eight percent annually, with no signs of slowing down.
Food Dive: When did the landscape for probiotics begin to shift?
Bush: I would pinpoint 2011 and 2012 as pivotal years. Consumers began to seek out non-yogurt and non-supplement probiotic options, leading to the emergence of a new market segment, now valued at $1 to $2 billion, which includes fermented foods and beverages beyond traditional dairy products.
Food Dive: GanedenBC30 has clearly influenced this trend.
Bush: Absolutely. We essentially created this market. We were the first to introduce probiotics into baking mixes, probiotic waters, juices, and protein powders. Our founder discovered this family of bacteria using selective isolation techniques, identifying strains that thrived at various temperatures and possessed unique metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature, ensuring stability and beneficial immune and digestive effects for consumers. We began launching finished products in the supplement sector in 2003 and entered the food market in 2008.
Food Dive: What contributed to the rapid growth of probiotics in food?
Bush: Our focused approach played a significant role. We established our ingredient business in 2006, which required extensive regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Once we began publishing our research in 2009, we built a solid foundation of 27 published, peer-reviewed studies that support our claims. This process takes time, but our commitment to clinical research and the regulatory landscape has facilitated our growth.
Food Dive: What functional benefits do probiotics and GanedenBC30 offer?
Bush: The benefits are strain-specific. We can support claims related to “probiotic” and “immune support” with 500 million CFU (colony-forming units) per day. At one billion CFU per day, we can also support claims for “digestive health” and “protein utilization.” The spore-forming nature of BC30 allows it to survive gastric acidity and enhances its shelf life.
Food Dive: Are there new developments regarding BC30’s efficacy?
Bush: Yes, we’re continuously advancing our research. Our latest study involved a new ingredient called Staimune, derived from inactivated BC30 cells. We recently received promising clinical data which we are preparing for publication.
Food Dive: What does it take to develop an effective probiotic strain?
Bush: The process involves rigorous screening. Known probiotic strains are deposited in repositories like the American Type Culture Collection (ATCC). The initial steps include safety assessments and genetic screenings, followed by clinical trials to validate the strain’s efficacy. The International Probiotics Association (IPA) has set voluntary guidelines for proper probiotic labeling, emphasizing strain specificity, which is crucial for consumer understanding.
Food Dive: What unique challenges do probiotics face?
Bush: The main challenges revolve around formulation. Incorporating traditional lactobacillus or bifidobacteria into food products requires careful selection to ensure viability throughout shelf life and at the time of consumption. BC30 has helped us overcome many of these challenges, but we still face limitations with shelf-stable products.
Food Dive: How does collaboration with manufacturers work when incorporating BC30?
Bush: It depends on the company’s structure. Typically, we provide samples for their R&D teams to formulate, and then we test the viability of the probiotics in the final product. If viability is low, we collaborate to optimize their processes. We also conduct third-party testing for additional validation.
Food Dive: What are some surprising applications for probiotics today?
Bush: The beverage industry has embraced probiotics widely. We’ve seen them in unexpected products like microwave muffins and trail mixes. We aim to collaborate with companies focused on healthier options rather than less nutritious products.
Food Dive: Are you working on products for specific demographics?
Bush: Absolutely. We have offerings tailored for children, athletes, seniors, and individuals with food allergies. Manufacturers frequently approach us with products aimed at specific populations.
Food Dive: What trends do you foresee for the market’s future?
Bush: We anticipate a shift toward condition-specific probiotics. As research into the microbiome expands, we’ll see products targeting specific health issues, like heart and kidney health, becoming more prevalent.
Food Dive: Are there resilient strains for heart and kidney health?
Bush: Yes, specific strains exist for both heart and kidney health. Each strain must undergo screening and clinical studies to confirm its benefits.
Food Dive: Are most strains as resilient as BC30?
Bush: No, many are vegetative cells, typically found in supplements where environmental conditions can be controlled. We expect to see more targeted, condition-specific probiotic supplements emerging.
Food Dive: Probiotics are now everywhere. Do you think this trend will continue?
Bush: We believe so. The International Probiotics Association has noted over 1,500 studies published in recent years that highlight the effectiveness of probiotics. Despite some skepticism, the volume of research demonstrates their potential benefits.
Food Dive: What do you think will drive the next evolution in probiotics?
Bush: Advances in microbiome research will likely lead to personalized nutrition, similar to how the human genome project spurred interest in personalized medicine. As we learn more about the microbiome’s impact on health, we can better tailor probiotics to individual needs.
In conclusion, the 21st century is witnessing a significant rise in the use of probiotics, including innovative options like calcium plus formulations, to support overall health and well-being. As the market continues to evolve, consumers can expect even more targeted and effective probiotic solutions to enhance their health.