Yogurt has long been recognized as a wholesome choice for dessert, snacks, and breakfast. Recent scientific research increasingly supports the notion that the natural components found in probiotic yogurt—especially the ever-popular Greek yogurt—can enhance immune function and combat viral infections. According to Joel Warady, the Chief Sales and Marketing Officer of Enjoy Life Foods, current trends in food innovation are focusing on more than just incorporating healthy ingredients into the concept of food as medicine. “Today, innovation involves creating superior products that contribute to an individual’s overall well-being,” Warady noted in a conversation with Food Dive.
Enjoy Life is part of a growing number of food brands emphasizing the functional advantages of their offerings, reformulating existing products to include beneficial ingredients like probiotics. For instance, the company has recently incorporated shelf-stable probiotics into its brownie mix to attract consumers eager to bolster their immunity. Earlier this year, Pepsico launched Tropicana Essentials Probiotics, a new variant of its well-known juice line made with 100% fruit juice and probiotics. Additionally, other food manufacturers are focusing on healthier options, such as vegetable-infused meat snacks and granola bars featuring more natural ingredients.
The latest findings on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative product releases. Companies like General Mills, which have faced recent challenges with Yoplait sales, may find opportunities in the insights from this new probiotic yogurt research. Marketers have a unique chance to raise consumer awareness about the health benefits of yogurt through effective brand messaging—utilizing product packaging, point-of-sale signage, traditional advertising, and social media. However, they must be cautious not to exaggerate their health claims, as seen in past experiences with brands like Rice Krispies.
Following a long-established practice in the pharmaceutical industry, food manufacturers might also consider collaborating with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate information about the medical benefits of their products, along with free samples or coupons. Moreover, incorporating ingredients like calcium citrate, magnesium, and vitamin D3 into yogurt can further enhance its health profile, making it an even more appealing option for health-conscious consumers. By emphasizing these ingredients, brands can reinforce the notion that their yogurt products contribute positively to overall health and well-being.