Probiotics have emerged as one of the most sought-after functional ingredients in contemporary food and beverage products. Various strains of beneficial bacteria have demonstrated their ability to enhance digestive function, strengthen immunity, and improve organ health, leading to a continually expanding probiotic market. BCC Research anticipates that the global probiotics market will reach $50 billion by 2020. For years, different probiotics have been incorporated into various food and drink items, providing additional benefits to consumers without altering taste or texture. One standout strain, GanedenBC30, has pioneered this functional ingredient space. This spore-forming bacterium, developed in 1997, boasts protective qualities that allow it to remain effective in numerous food and beverage products, appearing in a wide array of offerings, from baking mixes to protein powders.
Food Dive recently visited Ganeden’s headquarters in Mayfield Heights, Ohio, where President and CEO Michael Bush, who also leads 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 discussion.
Food Dive: How has the probiotics sector evolved in the past few years?
Bush: It’s been incredibly busy. We’ve seen a significant rise in product launches, totaling over 200 SKUs this year alone. Ganeden has been doubling in size every few years, and we now have around 800 products available in over 60 countries. Many of these new products 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 could only find one probiotic bar on the shelf, the industry is now experiencing growth of over eight percent annually, with no signs of slowing down.
Food Dive: When did the shift in probiotics begin?
Bush: I would say 2011 and 2012 marked a turning point. Consumers began exploring options beyond yogurt and supplements, gravitating toward non-yogurt, non-supplement products. This change has created a new category worth $1 billion to $2 billion that continues to resonate with consumers.
Food Dive: GanedenBC30 must have played a significant role in that shift.
Bush: Absolutely. We essentially created this market space. We were pioneers in introducing probiotics into baking mixes, probiotic waters, juices, and protein powders. Our founder discovered this family of bacteria through selective isolation techniques. BC30 was specially chosen for its ability to thrive below human body temperature and its stability, along with the immune and digestive benefits we anticipated for consumers. We launched our first finished products in 2003 and entered the food market in 2008.
Food Dive: What fueled the success of probiotics in food products?
Bush: Our focus on the ingredient side of the business, which we initiated in 2006, was key. We dedicated over a year to regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Following that, we invested heavily in clinical studies. Currently, Ganeden has 27 published, peer-reviewed studies, which takes time and effort but is crucial for supporting claims.
Food Dive: What are the functional benefits of probiotics and GanedenBC30?
Bush: The benefits are strain-specific. At a dosage of 500 million CFU (colony-forming units) per day, we can support claims related to probiotics and immune health. With one billion CFU per day, we can also support claims about digestive health and protein utilization. Since BC30 is a spore form, it survives gastric acidity and has a longer shelf life than many vegetative cells.
Food Dive: Are there any recent developments regarding the efficacy of BC30?
Bush: Yes, there is always something new. Our latest study involved a new ingredient called Staimune, which consists of inactivated BC30 cells. While we can’t disclose details until publication, we’re excited about the potential findings.
Food Dive: What does it take to develop a quality functional probiotic strain?
Bush: It involves extensive screening. Known probiotic strains are deposited in repositories like the ATCC (American Type Culture Collection). The initial screening focuses on safety, followed by effectiveness studies. The International Probiotics Association and the Council for Responsible Nutrition have established voluntary guidelines to enhance labeling accuracy, promoting strain specificity.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges are related to formulation. Ensuring that a strain remains viable throughout the product’s shelf life requires careful selection of food products and conditions. BC30, however, has helped us navigate many of these challenges.
Food Dive: How do manufacturers collaborate with you if they wish to incorporate BC30 into their products?
Bush: The collaboration depends on the company’s structure. Typically, we send samples to their R&D team for formulation, followed by testing. We provide feedback on survival rates and help optimize processes for viability.
Food Dive: What are some unexpected products that now contain probiotics?
Bush: The beverage sector has embraced probiotics in innovative ways, such as in microwave muffins and trail mixes. We focus on healthier products rather than unhealthy options.
Food Dive: Are you seeing interest in developing products for specific populations?
Bush: Yes, we have products designed for kids, athletes, seniors, and individuals with food allergies. Companies often approach us with targeted product ideas for specific demographics.
Food Dive: Where do you see the market heading?
Bush: We anticipate a shift toward condition-specific probiotics. As research on the microbiome continues, we expect to see probiotics tailored for heart health, kidney health, and other specific needs.
Food Dive: Are there specific strains for heart and kidney health?
Bush: Absolutely. There are strains specifically linked to kidney and heart health, but they require thorough screening and clinical studies to validate their effects.
Food Dive: Are most strains as resilient as BC30?
Bush: No, many strains are more delicate and typically sold in supplement form, where environmental control is easier.
Food Dive: Probiotics are now everywhere. Do you think this trend will continue?
Bush: Yes, we see a robust future for probiotics, especially with ongoing research and over 1,500 studies published in recent years demonstrating their efficacy.
Food Dive: What do you think will drive the next evolution of probiotics?
Bush: Increased understanding of the microbiome will be pivotal. Just as the human genome has sparked interest in personalized medicine, microbiome research will likely lead to personalized nutrition driven by strain-specific data and supported claims.
In conclusion, as the market for probiotics continues to grow, their incorporation into various products will likely expand. Additionally, the benefits of ingredients like calcium citrate, magnesium, and zinc with vitamin D3 are also gaining traction, as consumers become more health-conscious and seek targeted nutritional benefits.