A close working partnership between Chr. Hansen and the Latvian company Sagitus has resulted in a new probiotic dietary supplement for children and adults
“LIVEO”, a new probiotic dietary supplement for kids and grown-ups, has just been launched on the Baltic market.
A medical doctor himself, Dr Zvaigzne, Director of Sagitus Ltd., knows how important a well balanced intestinal flora is to the immune system and the general wellbeing for humans. Therefore the new “LIVEO” capsules and satches contain Chr. Hansen’s well-documented health promoting strains BB-12® and LA-5®.
As in the rest of the world, the Baltic consumers are becoming increasingly preoccupied with their health:
“Having analysed the medical market development in the gastro-intestinal segment we found that probiotic products would be an attractive business opportunity. We wanted to work with really premium class products and were very glad that Chr. Hansen, an industry leader, was interested in co-operating with us on this project,” says Dr Peteris Zvaigzne.
The difference is documentation
Chr. Hansen’s BB-12® and LA-5® are among the world’s best clinically documented probiotic strains.
“The high level of documentation gives us the opportunity to stand out by showing the medical society that our products are superior on the market in terms of having a positive effect on the intestinal health,” explains Dr Zvaigzne.
Just a start ...
“We are convinced that Chr. Hansen’s indisputable product quality combined with our market knowledge and marketing abilities will make “LIVEO” and “LIVEO Kids” successful. We hope that Chr. Hansen will come up with more new product concepts, like tasty chewable tablets for children and probiotics in oil solution for infants, so we can bring innovative new products to the Baltic consumers of all ages,” concludes Dr Zvaigzne.
At pace with the increasing focus on health, the global market for probiotic dietary supplements is developing rapidly. In the Baltic region, two digit growth rates are recorded.
The global retail market for probiotic dietary supplements was valued by Euromonitor International at just over US$1bn in 2005. Growth of 32.6 per cent is predicted through 2010.
“The new high growth markets in Eastern Europe are very important to Chr. Hansen. The partnership with Sagitus, which is a professionally run company in growth mode, gives us an excellent platform for offering the dietary supplement market in this region our range of documented probiotic concepts with health benefits: Gut health, immune health, children’s health and women’s health,” says Christian Nanni, Sales Manager, Health and Nutrition Division, Chr. Hansen.