Prebiotics with a history
"People might criticise inulin, psyllium, flax and oligofructose for being old school and a little boring, but the fact is those ingredients deliver with scientifically backed payloads, and they are also dirt cheap. Some of the newer fibre forms might crow about their super nutritional content, but the science isn't always in place, supply issues often exist and they tend to be a lot more expensive, as you would expect from niche ingredients. These new players need to earn the respect of the market!"

— Matt Phillips, BI Nutraceuticals

One-shot dose on target
"One-shot drinks have been very effective to drive home the sterol cholesterol-lowering message. That's an excellent positioning because you take these doses — it was only when they came in that the cholesterol-lowering market took off. … The shots are a unique category because they are halfway between a food and a medicine. It's a supplement. The size is not a food size, it is a supplement size."

— Swedish-based branding expert and market analyst, Peter Wennström