Probiotics have become one of the most sought-after functional ingredients in today’s food and beverage industry. Various strains of beneficial bacteria have been shown to enhance digestive health, strengthen immunity, and improve organ function, leading to a growing market for probiotics. BCC Research forecasts that the global probiotics market will reach $50 billion by 2020. For years, different probiotics have been incorporated into various food and drink products, providing additional advantages to consumers without altering taste or texture. One standout strain, GanedenBC30, has been a leader in this functional ingredient space. This spore-forming bacterium, developed in 1997, is stable and effective in numerous food and drink 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—also the president of the International Probiotics Association—shared insights on the science, strategy, and future of probiotics and 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. The number of product launches has significantly increased. This year alone, we’ve introduced over 200 SKUs to the market. Ganeden has been doubling in size every few years, and we see that reflected in SKU counts. We now have 800 products in over 60 countries, and many of these new launches are resonating well with consumers. It’s exciting to walk through grocery stores and see BC30 logos in nearly every aisle. In contrast to years past, when we might spot just one product, it’s been fantastic. The industry is growing at over eight percent annually, and there’s no sign of a slowdown.
Food Dive: When did the landscape for probiotics begin to shift? I remember that for most of my life, yogurt was the primary source of probiotics.
Bush: I would say 2011 and 2012 marked a pivotal turning point. Consumers began to embrace options beyond yogurt and supplements, leading to a new category of products. Now, when we examine probiotics statistics, we see segments for fermented foods, fermented dairy, and supplements. This emerging category is valued at $1 billion to $2 billion, and it continues to resonate with consumers.
Food Dive: GanedenBC30 must have significantly influenced that change.
Bush: Absolutely. We essentially pioneered this market. We’ve been at the forefront of introducing probiotics into baking mixes, probiotic waters, juices, and protein powders—so many industry firsts that it’s hard to list them all. The founder of our company discovered this family of bacteria using selective isolation techniques, identifying strains that thrive at various temperatures and exhibit different metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature, along with the stability and immune and digestive benefits we anticipated consumers would experience.
Food Dive: What drove the success of BC30 in food products?
Bush: Our strategic focus was key. We established the ingredient side of Ganeden in 2006, which involved significant regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Following that, we invested heavily in clinical studies, leading to 27 published, peer-reviewed studies. It takes time to build credibility in this space, but our dedicated efforts are paying off.
Food Dive: What are some functional benefits of probiotics and GanedenBC30?
Bush: The benefits are strain-specific. We can support claims like “probiotic” and “supports immune health” at a daily dose of 500 million CFU (colony-forming units). With one billion CFU per day, we can additionally support claims related to digestive health and protein utilization. BC30’s spore form allows it to withstand gastric acidity and ensures better shelf life and stability than traditional vegetative cells.
Food Dive: Are there any new findings regarding the efficacy of BC30?
Bush: Yes, there’s always research ongoing. Our latest study focused on a new ingredient called Staimune, derived from inactivated BC30 cells. While we can’t disclose specifics until publication, there are exciting developments on the horizon.
Food Dive: What does it take to develop an effective functional probiotic strain?
Bush: It involves extensive screening to ensure safety and effectiveness. Known probiotic strains are stored in repositories, like the ATCC (American Type Culture Collection). We conduct genetic screening to assess safety, followed by clinical trials to validate efficacy. Recently, the International Probiotics Association and the Council for Responsible Nutrition released voluntary guidelines addressing proper probiotic labeling, emphasizing strain specificity.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges stem from formulation. Incorporating traditional strains like lactobacillus or bifidobacteria into food products requires careful consideration of the food science involved in maintaining viability throughout shelf life and consumption. BC30 helps mitigate many of these formulation challenges.
Food Dive: If a manufacturer wants to include BC30 in their products, how do you collaborate?
Bush: The process varies by company structure. Typically, we’ll provide samples, collaborate on formulations, and conduct viability testing. We also evaluate for contamination and other variables. If a product’s viability is below acceptable levels, we work together to find solutions.
Food Dive: What are some surprising products that now include probiotics?
Bush: The beverage sector has fully embraced probiotics, and we’ve seen them in unexpected items like microwave muffins and trail mixes. Our goal is to partner with brands focused on healthier options.
Food Dive: Do you work with companies to develop products aimed at specific demographics?
Bush: Yes, we have products tailored for children, athletes, seniors, and individuals with food allergies. Companies often approach us with specific target populations in mind.
Food Dive: How do you see the future of the probiotic market?
Bush: We predict a shift toward condition-specific probiotics. There are already products targeting heart and kidney health, and as we learn more about the microbiome, opportunities will arise for addressing stress and mood-related issues through probiotic management.
Food Dive: Are there specific strains for heart and kidney health?
Bush: Definitely. There are strains that are effective for both heart and kidney health, and clinical work is essential to validate these claims.
Food Dive: Are these strains as resilient as BC30?
Bush: No, many of them are vegetative cells, typically sold in supplement form, where environmental control is easier. The trend toward condition-specific probiotic supplements allows consumers to make informed choices based on their health needs.
Food Dive: Given the prevalence of probiotics now, do you think this trend will continue?
Bush: We believe so. Recent statistics indicate over 1,500 studies have been published in the last five to ten years focused on probiotics. Despite some skepticism in the media, the evidence is substantial.
Food Dive: What do you envision will propel probiotics into their next phase?
Bush: I anticipate that advances in microbiome research will lead to personalized nutrition. Just as the human genome sparked interest in personalized medicine, I believe microbiome insights will inform tailored probiotic solutions for individuals. The interplay between diet and microbiome composition will drive this evolution, setting the stage for strain-specific data and claims.
Furthermore, calcium citrate natural sources are gaining attention as they can enhance the health benefits of probiotics. These sources, when combined with probiotics like BC30, can contribute to better nutritional outcomes, making them even more appealing to health-conscious consumers. The integration of calcium citrate natural sources into probiotic formulations can enhance their efficacy and broaden their market appeal, further solidifying probiotics’ place in the health and wellness sector.