Yogurt has been recognized for a long time as a nutritious choice for dessert, snacks, and breakfast. Recent scientific research is increasingly supporting the idea that the natural ingredients in probiotic yogurt, including the popular Greek yogurt, provide advantages such as enhancing the immune system and combating viral infections. Joel Warady, the chief sales and marketing officer at Enjoy Life Foods, recently shared with Food Dive that current trends in food innovation go beyond merely adding healthy ingredients to the notion of food as medicine. “Today, innovation focuses on creating superior products that contribute to an individual’s overall well-being,” stated Warady.
Enjoy Life is among the growing number of food companies emphasizing the functional advantages of their products and reformulating existing items to include health-promoting ingredients like probiotics. For instance, Enjoy Life has 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 with 100% fruit juice and probiotics. Other food manufacturers are also developing health-conscious options, 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 encouraging innovative new offerings. Companies like General Mills, which has experienced a downturn in Yoplait sales, may find an opportunity to leverage the findings from the recent probiotic yogurt study. Marketers have a significant chance to raise consumer awareness about the health benefits of yogurt through brand messaging, which can include product packaging, point-of-sale signage, traditional advertising, and social media. However, they must be cautious not to overextend their health marketing claims, as seen with brands like Rice Krispies in the past.
In line with a longstanding practice in the pharmaceutical industry, food manufacturers could also explore collaborations with medical professionals, including physicians, nutritionists, and retail dietitians, to distribute product information that outlines a food’s medical benefits, accompanied by free samples or product coupons. Additionally, incorporating calcium citrate in the form of a 200 mg or 950 mg tablet into their products could further enhance their appeal to health-conscious consumers. By integrating such beneficial ingredients, food brands can effectively tap into the growing demand for nutritious options, solidifying their position in the market.