Probiotics are waking up old categories across grocery aisles

By Mary Ellen Shoup

- Last updated on GMT


Related tags Probiotics Ganeden biotech

Consumers may not always be on the lookout for food products fortified with probiotics (outside of a yogurt purchase), but that hasn’t stopped manufacturers from developing new items that contain these living and active culture strains including oatmeal, granola, pancake mix, and trail mix.

While these types of functional foods fortified with probiotics are moving from niche products in specialty stores to mass retail and grocery store chains, consumer awareness of probiotics is still catching up.

According to a recent survey, 83% of consumers are familiar with probiotics and 53% think that they have a positive impact on health.  In addition, a similar survey found that “probiotics” ​is a term that consumers associate with digestive health, but also other benefits including immune health and general wellbeing. 

“While consumers have come a long way in their knowledge of probiotics and digestive health, there is still room to grow,”​ Don Cox, director of R&D, GanedenBC30, Kerry, told FoodNavigator-USA.

Dairy products gave a face to probiotics

Probiotics have been popularized by the dairy category with yogurt, kefir, and quark as consumers have come to link these chilled fermented products with digestive health benefits (even though ‘fermented’ doesn’t necessarily mean the product contains probiotics). 


The same sort of probiotic messaging is now showing up in better-for-you snacks, functional beverages, and children’s products thanks to the development of resistant spore-forming probiotic strains that can withstand extreme pH, temperatures, and pressurized processing compared to vegetative probiotic cells, shared Cox.

GanedenBC30​, for example, is ​highly stable and offers up to three years of shelf life. It has a natural protective shell that shields it from both stomach acids as well as food-processing conditions like heat, shear, HTST and HPP pasteurization, according to Cox.

“This increased stability opens up new avenues of innovation because it means it can be used not just in chilled dairy products, but also in applications such as non-dairy beverages, frozen foods, cereals and oatmeal, baked goods, better-for-you snacks, and even hot drinks,”​ Cox said.

Waking up sleepy categories

Probiotics can help invigorate slower growth categories in the center-store such as hot and cold breakfast cereals, granola, and pancake and baking mixes, by adding a value-added health benefit. 

Examples of products formulated with GanedenBC30​ include:

Recently-launched protein and probiotics hot oatmeal by thinkThin for example contains 1 billion CFUs to support digestion and 10 grams of protein.

“It’s recommended to take a probiotic daily, so incorporating them into routine meals like breakfast makes this easier for consumers – a prime example being probiotic oatmeal products  from thinkThin, Earnest Eats, and Three Bears,”​ Cox said.

Adding a probiotic boost to indulgent categories such as chocolate products is another way to inject some growth into the category and is trend that is growing within the confectionery sector, Cox added.

Will probiotics be as big as protein?

While many products such as thinkTHIN protein and probiotic oatmeal are promoting both health attributes on its labels, consumers aren’t necessarily savvy to certain jargon such as CFUs (colony-forming units) and specific probiotic strains, according to Cox.

“Appreciation of the benefits of probiotics for gut health is growing, but there are still a number of common myths surrounding best formulation practices (the biggest one being the perception that all probiotic strains are the same),”​ Cox said.

“Consumers aren’t as educated yet on what CFU count is efficacious for specific probiotic strains, but they are familiar with the term ’probiotics’ and understand they can have a positive impact on health. For this reason, we see more manufacturers claim ‘probiotics’ on packaging rather than specific CFU counts.”

Related news

Related products

show more

Consumer Attitudes on Ultra-Processed Foods Revealed

Consumer Attitudes on Ultra-Processed Foods Revealed

Content provided by Ayana Bio | 12-Jan-2024 | White Paper

Ayana Bio conducted the Ultra-Processed Food (UPF) Pulse survey, offering insight into consumers’ willingness to consume UPFs, as well as the variables...

Future Food-Tech San Francisco, March 21-22, 2024

Future Food-Tech San Francisco, March 21-22, 2024

Content provided by Rethink Events Ltd | 11-Jan-2024 | Event Programme

Future Food-Tech is the go-to meeting place for the food-tech industry to collaborate towards a healthier food system for people and planet.

Palate Predictions: Top Flavor Trends for 2024

Palate Predictions: Top Flavor Trends for 2024

Content provided by T. Hasegawa USA | 08-Jan-2024 | Application Note

As consumers seek increased value and experience from food and beverages, the industry relies on research to predict category trends. Studying trends that...

Oat Groats – Heat-treated Oat Kernels

Oat Groats – Heat-treated Oat Kernels

Content provided by Lantmännen Biorefineries AB | 06-Dec-2023 | Product Brochure

Lantmännen offers now Oat Groats: Heat-treated oat kernels, also known as oat groats or kilned oats, undergo heat treatment to inhibit enzymes that could...

Related suppliers


FoodNavigator-USA: Replying to Paelair

Posted by Mary Ellen Shoup,

Thanks for pointing this out. Please see below for an explanation of CFUs:

According to Ganeden: "Probiotics are measured in 'CFUs,' (colony-forming units) which measure the amount of viable microbes in a probiotic. Different probiotic strains are effective at different levels so it is not possible to provide a standard daily ‘dose’ for all probiotics. Refer to product packaging for the effective level of live bacteria through the “best by” or expiration date. For GanedenBC30 specifically, 500 million CFUs are recommended for immune support, while 1 billion CFUs are recommended for immune and digestive support."

Report abuse

Explanation of CFU

Posted by Paelair,

You describe in the article that CFU's are important, but never define what it stands for. This leaves the general reader scratching their head, just like the general consumer. Most acronyms are explained in articles that use them, unless the article is a specialized or technical article for a very specific audience.

Report abuse

Follow us


View more