Supplements Get a Boost From Big Foods’ Entry into Probiotics

Category leaders Jarrow and Natren discuss potency, new applications and rising consumer interest in probiotics.

Probiotic supplements were pushed to center stage last year by Dannon, which advertised heavily for its Activia and Danactive yogurt products. As a result of these campaigns, “Consumers in the U.S. are becoming more accepting of probiotics as ‘friendly bacteria’ that can help them with different health concerns,” said Brian Peeters, probiotic product manager for Jarrow Formulas (Los Angeles).

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