Yogurt has long been celebrated as a healthy dessert, snack, and breakfast choice. Now, a growing body of scientific evidence supports claims that the natural components in probiotic yogurt—including the increasingly popular Greek variety—can enhance immune function and combat viral infections. Recent food innovation trends are not only focusing on healthy ingredients but also on the idea of food as medicine. Joel Warady, Chief Sales and Marketing Officer for Enjoy Life Foods, recently shared with Food Dive that “today’s innovation is about creating a better product that supports an individual’s overall well-being.”
Enjoy Life is among a rising number of food companies that emphasize the functional advantages of their offerings and reformulate existing products to include nutritious ingredients like probiotics. For instance, the company recently incorporated shelf-stable probiotics into its brownie mix to cater to consumers interested in boosting their immunity. Earlier this year, PepsiCo introduced Tropicana Essentials Probiotics, a new version of its popular juice brand made with 100% fruit juice and probiotics. Other manufacturers are also developing health-conscious foods, 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 a downturn in Yoplait sales, might be well-positioned to take advantage of the positive findings from this recent probiotic yogurt study. Marketers have a significant opportunity to raise consumer awareness about yogurt’s health benefits through brand messaging—covering everything from product packaging and point-of-sale materials to traditional advertising and social media. However, they must be cautious not to overextend their health claims, as seen in the past with brands like Rice Krispies.
Following a longstanding practice in the pharmaceutical sector, food manufacturers might also consider collaborating with healthcare professionals, such as physicians, nutritionists, and retail dietitians, to disseminate information about their products’ medical benefits, along with free samples or coupons. Additionally, incorporating calcium citrate 200mg into their formulations could further enhance the health benefits they promote, making their offerings even more appealing to health-conscious consumers. With the increasing focus on functional foods, the inclusion of ingredients like calcium citrate 200mg could become a key selling point in the competitive market.