Probiotics have emerged as one of the most sought-after functional ingredients in today’s food and beverage landscape. Various strains of beneficial bacteria have demonstrated their ability to enhance digestive health, strengthen the immune system, and improve organ function, resulting in a continuously expanding probiotics market. According to BCC Research, the global probiotics market is expected to reach $50 billion by 2020. Over the years, a variety of probiotics have been incorporated into different food and drink products, providing additional benefits to consumers without altering taste or texture. A standout strain is GanedenBC30, which has pioneered the use of probiotics as a functional ingredient. This spore-forming bacterium, developed in 1997, is protected and remains effective in a wide range of food and beverage items, from baking mixes to protein powders.
Recently, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio. In a conference room filled with products featuring GanedenBC30, President and CEO Michael Bush, who is also the president of the International Probiotics Association, shared insights on the science, strategy, and future of probiotics and GanedenBC30. Below is a lightly edited transcript of the conversation.
Food Dive: How has the probiotics industry evolved in recent years?
Bush: It’s been incredibly busy. We’ve seen a significant increase in product launches. This year alone, we’ve introduced over 200 SKUs to the market. Ganeden has been doubling in size approximately every couple of years, and the SKU counts reflect that growth. We now have 800 products available in over 60 countries, with many successful launches that resonate with consumers. It’s exciting to walk through grocery stores and see BC30 logos in nearly every aisle, a stark contrast to years ago when we would celebrate finding just one product on the shelf. The industry is experiencing consistent growth, increasing by approximately eight percent annually, with no signs of slowing down.
Food Dive: When did the shift in probiotics begin? I recall that for much of my life, yogurt was the primary source of probiotics.
Bush: I would say 2011 and 2012 marked the turning point. Consumers started to demand more options beyond yogurt and supplements, embracing non-yogurt, non-supplement items. This innovation has led to the emergence of a new category in the market, valued between $1 billion and $2 billion, which continues to attract consumer interest.
Food Dive: It seems like GanedenBC30 played a significant role in this transformation.
Bush: Absolutely. We essentially pioneered this market segment. We were the first to incorporate probiotics into baking mixes, probiotic waters, juices, and protein powders, among others. The founder of the company discovered this family of bacteria through selective isolation techniques, identifying strains that thrive at various temperatures and possess different metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature, coupled with the stability required for food applications, as well as the immune and digestive benefits we anticipated for consumers.
Food Dive: What led to the success of probiotics in food products?
Bush: Our commitment to focusing on the ingredient aspect was crucial. We established the ingredient business at Ganeden in 2006 and spent over a year on regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Subsequently, we increased our investment in clinical studies, with 27 published, peer-reviewed studies available today. While it takes time to navigate regulatory processes and food development timelines, we continue to conduct clinical research to identify potential claims and benefits for consumers.
Food Dive: What are some functional benefits of probiotics and GanedenBC30?
Bush: The benefits depend on the specific strain. We can support claims related to “probiotic” and “supports immune function” at a dosage of 500 million CFU (colony-forming units) per day. At one billion CFU per day, we can additionally support claims regarding “digestive health” and “protein utilization.” The spore form of BC30 allows it to endure gastric acidity and shelf life more effectively than vegetative cells.
Food Dive: Are there any recent developments regarding BC30’s efficacy?
Bush: There are always new findings. Our latest study involved the cell wall, leading to a new ingredient called Staimune, which consists of inactivated BC30 cells. We recently received clinical data that we can’t disclose yet because it’s pending publication, but we are exploring exciting new areas.
Food Dive: What does it take to develop a robust functional probiotic strain?
Bush: It requires extensive screening to ensure safety. Known probiotic strains are stored in a bacterial repository like the ATCC (American Type Culture Collection). The first step is to assess safety through genetic screening and initial safety evaluations. If the strain is deemed safe, we then identify endpoints and claims to support through clinical trials. The International Probiotics Association and the Council for Responsible Nutrition introduced voluntary guidelines last year, emphasizing strain specificity in labeling. For instance, we specify “Bacillus coagulans GBI-30 6086” instead of just listing “Bacillus coagulans,” as the effects can vary significantly between strains.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges revolve around formulation. Using traditional Lactobacillus or Bifidobacteria in food products involves complex food science to ensure viability during shelf life and consumption. BC30 has mitigated many of these challenges, but we still encounter specific formulation issues, especially with shelf-stable or sterile products.
Food Dive: If a manufacturer wishes to include BC30 in their products, how do you collaborate?
Bush: It varies by company structure. Typically, we provide samples, and their R&D teams formulate the product and send it back to us for testing. We then report on survival rates and assist in optimizing the formulation to ensure viability without excessive overages. Once we finalize the formula, we engage third-party labs for validation.
Food Dive: What are some of the more unconventional products that now include probiotics?
Bush: The beverage sector has enthusiastically embraced probiotics. Unique applications include microwave muffins and trail mixes, plus kale chips. We strive to focus on healthier products rather than less nutritious options.
Food Dive: Do you collaborate with manufacturers targeting specific populations?
Bush: Yes, we have products designed for children, athletes, seniors, and individuals with food allergies, among others. Manufacturers often approach us with targeted product ideas based on specific demographics.
Food Dive: Where do you foresee the market heading?
Bush: We anticipate a shift toward more condition-specific probiotics. Current offerings target heart and kidney health, and as we learn more about the microbiome, we expect to develop products focused on stress, mood, and neurotransmitter-related issues.
Food Dive: Are there specific strains effective for heart and kidney health?
Bush: Absolutely. There are strains specifically designed for kidney and heart health, addressing cholesterol management, for example. However, not all strains possess the resilience of BC30; many are vegetative cells typically found in supplements where the environment can be controlled.
Food Dive: Probiotics are everywhere now. Do you think this trend will continue?
Bush: We believe so. The International Probiotics Association recently reported over 1,500 studies published in the last five to ten years on probiotics, indicating substantial research backing their efficacy. While some may claim probiotics lack proven benefits, the extensive data contradicts that.
Food Dive: What do you think will drive the next advancements in probiotics?
Bush: I believe the future lies in further understanding the microbiome. Similar to the human genome project, this research will spark interest in personalized nutrition. As studies reveal how diet impacts individual microbiomes, we will see an evolution in strain-specific data and supported claims tailored to specific health endpoints.
Incorporating elements like calcium citrate elemental into formulations can also enhance the overall health benefits of probiotic products, making them more appealing to health-conscious consumers. With the ongoing advancements in probiotic research and applications, the potential for innovative products will continue to expand.