Heinz Australia will launch Golden Circle Healthy Life Probiotic Juice in May 2012. The product range is based on Probi´s unique immune supporting platform Probi Defendum and will create a new category of probiotic juices on the Australian market.
Heinz entered the large Australian juice market in 2008 with the acquisition of Golden Circle Ltd and is one of the leading companies in the juice category.
Golden Circle Healthy Life Probiotic Juice is a combination of fruit juice with a unique mix of probiotics from Probi and is the first non-dairy probiotic food product on the Australian market.
“There is a significant market opportunity for probiotic juice products that have shown to support the body’s natural immune defences. Probi Defendum is a unique probiotic platform based on the combination of two strains - Lactobacillus plantarum HEAL9 and Lactobacillus paracasei 8700:2. The Probi Defendu ingredient brand will be prominentlydisplayed on pack”, says Michael Oredsson, CEO of Probi.
“This is our first launch of a probiotic juice based on Probi Defendum outside Sweden and we expect the combination of great tasting juice and probiotic health benefits to be warmly received by consumers in Australia and beyond”, he continues.
“The unique probiotic combination and Probi’s support in developing great tasting chilled probiotic juices were the main reasons for choosing Probi as a partner,” says Katie Saunders, Golden Circle Marketing GM.
“We’re very excited to be launching the first probiotic juice on the Australian market and believe that the combination of great tasting juice with the unique benefits of probiotics that deliver to an untapped consumer need will be the recipe for success in the Australian marketplace”, she continues.