Probiotics have become one of the most sought-after functional ingredients in today’s food and beverage industry. Various strains of beneficial bacteria are known to enhance digestive health, boost immunity, and improve organ functions, leading to a steadily expanding probiotics market. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020. For years, different probiotics have been incorporated into a variety of food and drink products, providing added health benefits without altering taste or texture. One particularly notable strain, GanedenBC30, has emerged as a frontrunner among functional ingredients. This spore-forming bacterium, developed in 1997, is stable and effective in numerous food and beverage applications, ranging from baking mixes to protein powders.
Last month, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio. In a conference room filled with products featuring GanedenBC30, President and CEO Michael Bush—who also leads the International Probiotics Association—discussed the science, strategy, and future of probiotics, including GanedenBC30. The following is a lightly edited transcript of that conversation.
Food Dive: How has the probiotics business evolved in recent years?
Bush: It’s been incredibly busy. We’ve seen a significant increase in product launches, with over 200 new SKUs introduced this year alone. Ganeden has been doubling in size every couple of years, reflected in our SKU counts. We’re now involved with 800 products across more than 60 countries, and many of the new launches are resonating well with consumers. It’s exciting to walk through grocery stores and see BC30 logos in nearly every aisle, a stark contrast to just a few years ago when we might only see one product on the shelf. The industry is growing by over 8% annually, and there’s no sign of slowing down.
Food Dive: When did the shift in probiotics begin? I remember when yogurt was the primary source of probiotics.
Bush: I would say 2011 and 2012 marked the turning point. Consumers began to notice and embrace non-yogurt and non-supplement probiotic options. Now, there’s a new $1 billion to $2 billion category that includes fermented foods and drinks beyond just yogurt and supplements, and it’s resonating strongly with consumers.
Food Dive: GanedenBC30 must have played a significant role in that shift.
Bush: Absolutely. We effectively pioneered this market space, being the first to incorporate probiotics into baking mixes, probiotic waters, juices, and protein powders. The founder of Ganeden discovered this family of bacteria through selective isolation techniques, identifying strains that thrive at various temperatures and possess unique metabolic properties. BC30 was specifically chosen for its ability to grow below human body temperature while offering the stability and health benefits that consumers seek. We launched our first finished products in supplements in 2003, entering the food sector in 2008, and sold off our supplement business in 2011.
Food Dive: What drove the success of probiotics in food?
Bush: Our focused efforts played a crucial role. We established the ingredient business at Ganeden in 2006, and the regulatory work required for FDA GRAS (generally recognized as safe) status took over a year. Subsequently, we intensified our clinical research efforts. To date, Ganeden has 27 published, peer-reviewed studies available. It’s a lengthy process, but our commitment has yielded significant results.
Food Dive: What are some functional benefits of probiotics and GanedenBC30?
Bush: The benefits are strain-dependent. We can support claims related to immune support at a dosage of 500 million CFU (colony-forming units) daily. At one billion CFU, we can additionally support digestive health and protein utilization claims. Its spore form allows BC30 to survive gastric acidity and offer a longer shelf life compared to vegetative cells.
Food Dive: Are there any new findings regarding BC30’s efficacy?
Bush: Yes, we always have new developments. Our latest study focused on the cell wall, leading to a new ingredient called Staimune—comprising inactivated BC30 cells. We’ve received promising clinical data, which is pending publication. We’re excited about the potential areas of research that are emerging.
Food Dive: What does it take to develop a successful probiotic strain?
Bush: The process involves extensive screening to ensure safety. Known probiotic strains are stored in a bacterial repository like the ATCC (American Type Culture Collection). We begin by checking for safety, followed by initial efficacy testing. The International Probiotics Association (IPA) and the Council for Responsible Nutrition (CRN) introduced voluntary guidelines last year to ensure proper labeling, emphasizing strain specificity rather than generic names like “lactobacillus acidophilus.”
Food Dive: What unique challenges do probiotics face in formulation?
Bush: Formulation presents unique challenges, especially with traditional lactobacillus or bifidobacteria strains. Selecting the right food product and maintaining viability throughout shelf life is critical. BC30 excels in this regard, as we can quickly assess its performance in various products.
Food Dive: If a manufacturer wishes to incorporate BC30, how does the collaboration work?
Bush: It depends on the company’s structure. Typically, we provide samples, and their R&D formulates the product, which we then test for BC30 survival rates. Our goal is to optimize the process to ensure they meet the necessary specifications while minimizing costs.
Food Dive: What are some unexpected products that now contain probiotics?
Bush: The beverage industry has embraced probiotics in unique ways, including microwave muffins, trail mixes, and even kale chips. We prefer to work with companies focused on healthier product innovations rather than less nutritious options.
Food Dive: Do manufacturers approach you with products aimed at specific demographics?
Bush: Yes, we have products targeting children, athletes, seniors, and individuals with food allergies. Companies often come to us with specific demographic goals in mind, and we enjoy collaborating with them to meet those needs.
Food Dive: Where do you see the probiotics market heading?
Bush: We envision a shift toward more condition-specific probiotics, such as those targeting heart or kidney health. As our understanding of the microbiome improves, particularly regarding the gut-brain axis, we’ll likely see probiotics tailored for mood and stress management.
Food Dive: Are there specific strains for heart and kidney health?
Bush: Absolutely. There are strains associated with kidney and heart health that have shown effectiveness in clinical studies.
Food Dive: Are most of these strains as resilient as BC30?
Bush: No, many of these strains are vegetative cells, typically sold in supplement form where environmental control is more feasible. We expect to see more targeted, condition-specific probiotic supplements.
Food Dive: Probiotics are ubiquitous now. Do you think this trend will continue?
Bush: Yes, we’re seeing a significant increase in research, with over 1,500 studies published in recent years. Despite some skepticism about their effectiveness, the data clearly supports their benefits. The probiotic industry is investing heavily in research to further understand how we can support consumer health.
Food Dive: What do you believe is the next step for advancing probiotics?
Bush: I believe the next evolution will be informed by microbiome research. As we learn how diet affects microbiome composition, we may see personalized nutrition emerge, driven by strain-specific data and tailored health claims. Additionally, I want to highlight the potential of calcitrate d, a compound that could play a role in optimizing the efficacy of probiotics in the future.