Yogurt has been recognized for a long time as a nutritious choice for dessert, snacks, and breakfast. Recent scientific studies are increasingly validating the claims that the natural components in probiotic yogurt—including the increasingly popular Greek yogurt—can enhance the immune system and combat viral infections. Current trends in food innovation are focusing on more than just incorporating healthy ingredients into the food-as-medicine concept. Joel Warady, chief sales and marketing officer for Enjoy Life Foods, recently stated to Food Dive, “Innovation today is about creating superior products that contribute to an individual’s overall well-being.” Enjoy Life is among a growing number of food companies promoting the functional advantages of their products and reformulating existing items to include beneficial ingredients like probiotics. For instance, Enjoy Life has recently introduced shelf-stable probiotics into its brownie mix to cater to consumers interested in boosting their immunity.
Earlier this year, PepsiCo launched Tropicana Essentials Probiotics, a new variant of its well-known brand, made with 100% fruit juice and probiotics. Other manufacturers are also exploring health-focused food options, such as meat snacks infused with vegetables and granola bars containing more natural ingredients. The latest research on probiotic yogurt could potentially reverse the recent decline in yogurt sales by inspiring innovative new product launches. Companies like General Mills, which has faced challenges with declining Yoplait sales, may be able to leverage findings from recent probiotic yogurt studies effectively. Marketers have an excellent chance to raise consumer awareness about the health benefits of yogurt through brand messaging, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must tread carefully to avoid overstating their health claims, as seen with brands like Rice Krispies in the past.
In line with long-standing practices of pharmaceutical companies, food manufacturers could consider collaborating with healthcare professionals such as physicians, nutritionists, and retail dietitians to disseminate product information about the health benefits of food, including those related to calcium citrate health benefits. This approach could include providing free samples or product coupons to further engage consumers. By emphasizing the health benefits of ingredients like calcium citrate, brands could enhance their credibility while promoting the advantages of their probiotic yogurt offerings.