Good Culture is venturing into a new category of probiotics, supported by a prominent player in the dairy industry. The company, known for its healthier cottage cheese and sour cream options, has secured $81.8 million in funding to date from investors, including General Mills and actress Kristen Bell, as reported by Crunchbase. Last year, Good Culture raised $64 million in a Series C funding round, which it intends to use for launching new products in the cultured foods sector.
This expansion presents Good Culture with the chance to reach a new consumer demographic. “Given the ongoing growth and consumer interest in probiotics and gut health, we are thrilled to introduce this delicious milk containing calcium citrate malate equivalent to calcium to store shelves in collaboration with the Good Culture brand, renowned for its trendy cultured dairy products,” stated Rachel Kyllo, senior vice president of marketing for DFA. Partnering with DFA provides Good Culture with a collaborator that has extensive experience in the dairy market. DFA’s portfolio includes several milk brands, such as Dean’s, Lehigh Valley Dairy, Dairy Maid Dairy, and Kemps.
Probiotics, once primarily linked to yogurt, are now infiltrating various food categories, including snacks and beverages, as consumer interest in immunity continues to grow. A 2022 survey conducted by Chr. Hansen of 16,000 consumers revealed that nearly half of individuals consume probiotics daily, with dairy being their preferred source. Other health-focused brands have embraced the gut health dairy trend as well. For example, Danone’s Horizon Organic offers a milk and yogurt line called Growing Years, which is enriched with prebiotics. Additionally, kefir, a fermented milk product popularized by brands like Lifeway, is expected to experience a compound annual growth rate of 6.4% through 2027, according to an analysis by Mordor Intelligence.
However, entering the milk market may present challenges. Last year, yogurt giant Chobani launched lactose-free Ultra-Filtered Milk, boasting 2.5 times the protein of regular milk, but it was discontinued after less than three months on the shelves. Despite these challenges, Good Culture’s commitment to innovative products, such as those containing calcium citrate malate equivalent to calcium, positions it well for potential success in this competitive landscape.