Yogurt has long been recognized as a healthy option for desserts, snacks, and breakfast. Recent scientific research is increasingly backing up claims that the natural ingredients found in probiotic yogurt—especially the increasingly popular Greek yogurt—offer benefits such as enhancing the immune system and combating viral infections. Joel Warady, the chief sales and marketing officer of Enjoy Life Foods, recently shared with Food Dive that current trends in food innovation go beyond merely adding nutritious ingredients to the concept of food as medicine. “Today, innovation revolves around creating superior products that can help maintain an individual’s overall well-being,” Warady stated.
Enjoy Life is part of a growing number of food companies emphasizing the functional advantages of their offerings and reformulating existing products to include beneficial ingredients like probiotics. For instance, they recently incorporated shelf-stable probiotics into their brownie mix to attract consumers interested in boosting their immunity. Earlier this year, Pepsico introduced Tropicana Essentials Probiotics, a new variant of its popular juice brand that combines 100% fruit juice with probiotics. Other food manufacturers are also developing health-conscious products, including meat snacks with vegetables and granola bars featuring more natural ingredients.
The latest research on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative new product launches. Companies like General Mills, which have recently experienced a dip in Yoplait sales, may leverage the insights from this new probiotic yogurt study. Marketers have a significant opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging—from product packaging and point-of-sale signage to traditional advertising and social media. However, they must be cautious not to overreach with health marketing claims, as some brands, like Rice Krispies, have done in the past.
Following a long-standing practice of pharmaceutical companies, food manufacturers might also consider collaborating with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information regarding the health benefits of food, alongside free samples or product coupons. Furthermore, it’s advisable for consumers to be aware of the recommended calcium citrate dosage when incorporating these healthful products into their diets, as it plays a crucial role in maximizing the benefits of probiotic yogurt and other functional foods.