New products to feed growing US consumer probiotics demand

California-based juice and smoothie manufacturer Naked Juice has responded to the growing interest in probiotics by US consumers by launching what it calls "the first 100 per cent juice smoothie with probiotics that aid in digestive and immune health."

The product, Naked Juice Probiotic, which was successfully tested in the summer, is being offered as a mango, orange, and pineapple blend and includes the probiotic strain, Bifidobacterium. It also contains the prebiotic fructooligosaccharides and Naked said other flavours are being considered.

"Naked Juice Probiotic represents another first from Naked Juice," said general manager, Adam Carr. "We remain focused on delivering breakthrough innovation in the super-premium juice category to our devotees."

Naked Juice, which has many functional 'families' of juices including a superfruit 'Superfood' range and an 'Energy' range with guarana, green tea and B vitamins, has established a website,, to provide information to consumers about the product and probiotics.

"Naked Juice Probiotic is a healthy addition to an overall balanced diet for anyone seeking to maintain a naturally healthy digestive and immune system," the website states. "If you have a specific medical concern regarding probiotics, you should talk to your doctor about the use of probiotics in maintaining your health."

Naked Juice Probiotic comes in a 295ml bottle that retails in US supermarkets and health food stores for $2.95. It is also available in packs of six to back its 'one-a-day' messaging.

In Europe, where probiotics have gained wider acceptance, retailers offer private label probiotic smoothies as well as major smoothie players like UK-based innocent which has a probiotic selection called 'Thickies.' Finnish functional dairy and ingredients specialist Valio was one of the first to market probiotic juices when it launched Gefilus in 1997 and Sweden's Skane dairy offers a probiotic juice product.

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