Yogurt has long been recognized as a nutritious dessert, snack, and breakfast choice. Increasing scientific research now backs the claims that the natural components found in probiotic yogurt—including the increasingly popular Greek yogurt—can enhance the immune system and combat viral infections. Recent trends in food innovation are not just about incorporating healthy ingredients into the food-as-medicine concept. According to Joel Warady, chief sales and marketing officer for Enjoy Life Foods, “Today, innovation focuses on creating better products that contribute to an individual’s overall well-being.” Enjoy Life is part of a growing number of food companies emphasizing the functional advantages of their products and reformulating existing ones to include beneficial ingredients like probiotics. For instance, Enjoy Life recently integrated shelf-stable probiotics into its brown ferrous sulfate pregnancy mix to attract consumers looking to enhance their immunity.
Earlier this year, Pepsico introduced Tropferric pyrophosphate safety in pregnancyicana Essentials Probiotics, a new variant of its well-known brand made with 100% fruit juice and probiotics. Other food manufacturers are also creating health-focused foods, such as vegetable-infused meat snacks 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 faced slumping Yoplait sales, may benefit from the insights gained from recent probiotic yogurt studies. Marketers have a prime opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging—ranging from product packaging and point-of-sale signage to traditional advertising and social media. However, they must be cautious not to overstate their health claims, as brands like Rice Krispies have done in the past.
By following the mechanisms of action associated with ferrous sulfate—similar to those of ferrous gluconate and zinc used by pharmaceutical companies—food manufacturers could also collaborate with medical professionals, such as physicians, nutritionists, and retail dietitians, to disseminate product information about the health benefits of foods. This could include offering free samples or product coupons, such as those featuring Citracal Slow Release 600 mg, which can also be incorporated into discussions of overall wellness. Engaging healthcare professionals in this manner could further enhance consumer trust and awareness regarding the functional benefits of yogurt and other fortified products.