Ganeden Biotech and CapAble AB will partner to create a new telescoping GanedenBC30 LifeTop Probiotic Straw that can be used in both refrigerated and shelf stable milk or juice boxes, pouches and bottles.
The straws, manufactured by BioGaia’s subsidiary, CapAble, will have one billion colony forming unit or CFU of GanedenBC30 and can be seamlessly applied to Tetra Pak and other shelf stable beverage containers.
The innovation could heavily impact the beverage market for children, as parents look for healthy options.
The probiotic market is growing enormously, with no indication that it will be slowing down anytime soon, says Ganeden.
By 2018 the probiotic market is expected to reach US$36.7 billion globally, with about US$30 billion from functional foods and beverages.
Probiotics are quickly becoming a household word, with 93% of today’s consumers being familiar with the term probiotic and associating it with health.
The new probiotic straws will allow the healthy bacteria to be available in beverages throughout the store, including shelf stable stock keeping units.
“As consumer demand for probiotics grows, so do the delivery forms available,” says Michael Bush, Ganeden’s SVP.
“Not everyone can or wants to eat yogurt or take pills; these straws offer a new option for consumers to get probiotics.”
“A child can get their daily dose of probiotics from a juice pouch in her lunch box. Tis is groundbreaking.”
Each straw delivers a full day’s supply of GanedenBC30 probiotics by inserting the straw into the beverage container and drink.
“Kids won’t balk at the flavorless probiotic and the straws look just like all the others,” Bush explained.