Yogurt has long been recognized as a nutritious choice for dessert, snacks, and breakfast. Recent scientific research is increasingly supporting claims that the natural ingredients found in probiotic yogurt—especially the increasingly popular Greek yogurt—provide various benefits, such as enhancing the immune system and combating viral infections. According to Joel Warady, chief sales and marketing officer at Enjoy Life Foods, current trends in food innovation are about more than just incorporating healthy ingredients; they focus on creating superior products that promote overall well-being.
Enjoy Life is part of a growing number of food companies emphasizing the functional advantages of their offerings, reformulating existing products to include health-enhancing ingredients like probiotics. For instance, Enjoy Life has recently added shelf-stable probiotics to its brownie mix, catering to consumers interested in boosting their immunity. Earlier this year, Pepsico launched Tropicana Essentials Probiotics, a new line made from 100% fruit juice and probiotics. Other manufacturers are also developing health-conscious options, such as meat snacks infused with vegetables and granola bars featuring more natural ingredients.
The latest research on probiotic yogurt could potentially reverse the recent decline in yogurt sales by inspiring innovative new products. Companies like General Mills, which has seen its Yoplait sales drop recently, may benefit from the findings of this new probiotic yogurt study. Marketers have a significant opportunity to raise consumer awareness about the health benefits of yogurt through various channels, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must be cautious not to overstate health claims, as seen with brands like Rice Krispies in the past.
In line with a long-standing practice among pharmaceutical companies, food manufacturers could also collaborate with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information regarding a food’s medical benefits, alongside free samples or product coupons. Incorporating beneficial components like calcium citrate, vitamin D3, and folic acid into their offerings could further enhance the appeal of these products and support their health claims. By doing so, companies can ensure that their messaging about yogurt’s health benefits remains credible and effective, while also promoting the importance of essential nutrients like calcium citrate, vitamin D3, and folic acid in maintaining overall health.