Probiotics have emerged as one of the most sought-after functional ingredients in today’s food and beverage industry. Various strains of beneficial bacteria have demonstrated their ability to enhance digestive functions, strengthen the immune system, and improve organ performance, leading to a growing probiotics market. According to BCC Research, the global probiotics sector is expected to reach $50 billion by 2020. For years, numerous probiotics have been incorporated into a range of food and drink products, providing additional benefits to consumers while maintaining original taste and texture. One notable strain, GanedenBC30, has set a benchmark as a functional ingredient. This spore-forming bacterium, developed in 1997, is stable enough to remain effective across various food and beverage products, appearing in everything from baking mixes to protein powders.
Food Dive recently visited the corporate headquarters of Ganeden in Mayfield Heights, Ohio. In a conference room filled with products featuring GanedenBC30, President and CEO Michael Bush, who also serves as president of the International Probiotics Association, shared insights about the science, strategy, and future of probiotics and GanedenBC30. The following excerpt from the conversation has been edited for clarity.
Food Dive: How has the probiotics business evolved in recent years?
Bush: It’s been extremely busy. The number of product launches has surged significantly; we launched over 200 SKUs this year alone. Ganeden has been doubling in size every couple of years, and we see that reflected in our SKU counts. We’re thrilled to have 800 products in over 60 countries, with many successful launches. Consumers are responding well, and it’s exciting to see BC30 logos in virtually every aisle of grocery stores, a stark contrast to years past when we would celebrate finding a single bar on the shelf. The industry is growing at over eight percent annually, and we don’t foresee any slowdown.
Food Dive: When did the landscape for probiotics begin to change?
Bush: I would say 2011 and 2012 marked a significant turning point. Consumers began to recognize and embrace non-yogurt, non-supplement options for probiotics, expanding this category into a $1 billion to $2 billion market that continues to resonate with them.
Food Dive: GanedenBC30 must have played a crucial role in this evolution.
Bush: Absolutely. We essentially pioneered this market space. We were the first to introduce probiotics into baking mixes, probiotic waters, juices, and protein powders—so many firsts, it’s hard to keep track. Our founder discovered this family of bacteria through selective isolation techniques, identifying strains that could thrive at various temperatures and possess unique metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature and for its stability, along with the immune and digestive benefits we anticipated would be delivered to consumers.
Food Dive: What factors contributed to its success in food products?
Bush: Our decision to focus on this area was key. We established the ingredient side of Ganeden in 2006, which involved over a year of regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. We began publishing clinical studies in 2009, and now we have 27 peer-reviewed studies available. The process takes time, but by concentrating our efforts on it, we’ve made significant strides.
Food Dive: What are the functional benefits of probiotics and GanedenBC30?
Bush: The benefits are strain-dependent. We can support claims for immune health at 500 million CFU (colony-forming units) per day, and at one billion CFU per day, we can additionally support digestive health and protein utilization claims. BC30’s spore form also allows it to survive gastric acidity and extend shelf life more effectively than vegetative cells.
Food Dive: Are there any new developments regarding BC30’s efficacy?
Bush: Yes, there’s always something new. Our latest study involves Staimune, an inactivated cell ingredient derived from BC30. While we can’t share specific results yet due to pending publication, we anticipate exciting developments soon.
Food Dive: What does it take to create an effective probiotic strain?
Bush: Developing a good strain involves extensive screening. Known probiotic strains are cataloged in repositories like ATCC (American Type Culture Collection). The initial step is to ensure safety through genetic screening, followed by safety testing. After that, we determine the specific claims we want to support with the strain and conduct clinical trials. The International Probiotics Association and the Council for Responsible Nutrition introduced guidelines last year that emphasize strain specificity in labeling, ensuring consumers are informed about actual strains and their benefits.
Food Dive: What unique challenges do probiotics face?
Bush: The main challenges stem from formulation. For traditional probiotics, it’s crucial to find a compatible food product that maintains viability throughout shelf life and consumption. BC30 helps mitigate many formulation challenges, but we still encounter some. For instance, we can’t incorporate it into sterile or shelf-stable products, but we’ve conducted extensive testing to understand how the organism performs in various formulations.
Food Dive: When a manufacturer wants to include BC30 in a product, how do you collaborate with them?
Bush: It varies by company structure. Typically, we provide samples that their R&D teams formulate, then we conduct testing to determine survival rates. If the survival rate is low, we work together to enhance viability without excessive overages, while ensuring they meet claims requirements.
Food Dive: What are some unconventional products that now contain probiotics?
Bush: The beverage industry has significantly embraced probiotics. Surprisingly, we’ve seen probiotics in microwave muffins, trail mixes, and kale chips. We focus on healthier products and prefer not to venture into less nutritious options.
Food Dive: Do manufacturers approach you to develop products for specific demographics?
Bush: Absolutely. We have products targeting children, athletes, seniors, and individuals with food allergies. Companies often specify their target market, whether it’s millennials, pregnant women, or other demographics.
Food Dive: What is the future direction of the probiotic market?
Bush: We foresee a shift towards condition-specific probiotics. There are already products aimed at heart and kidney health, and as we uncover more about the microbiome, we anticipate developments related to mood and stress management.
Food Dive: Are there specific strains linked to heart and kidney health?
Bush: Yes, certain strains are specifically associated with kidney and heart health, and some can influence cholesterol levels. Each must undergo screening and clinical research to confirm their benefits.
Food Dive: Are most strains as resilient as BC30?
Bush: No, many strains are vegetative cells designed for supplements where environmental control is easier. We expect to see more targeted probiotic supplements that cater to specific health needs.
Food Dive: Given the widespread acceptance of probiotics, do you think this trend will continue?
Bush: Yes, we believe so. The International Probiotics Association reports over 1,500 studies published in the last five to ten years, many demonstrating positive outcomes. Despite some skepticism in the industry, considerable clinical research is underway to enhance consumer benefits.
Food Dive: What advancements do you anticipate for the future of probiotics?
Bush: I think the next frontier will revolve around the microbiome. Just as the human genome sparked interest in personalized medicine, we foresee personalized nutrition emerging from ongoing microbiome research. Articles are already linking dietary choices to microbiome composition, suggesting a future where microbiome management could lead to tailored health solutions.
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