2. Introduction – Probiotics
• Living microorganisms that have positive
effects on human health
• Used to be present in food naturally
• Improves balance between good and
bad bacteria
• Health effects far beyond gastrointestinal
disorders
• Up to 80% of immune defence in the
intestinal tract
Elie
Metchnikoff
(1845-1916)
Nobel price in
medicine - 1908
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3. Introduction – Probi in a nutshell
• Pioneer company
– Leading player in research & development in the field of
probiotics
• Patents on well-documented bacteria
– ProViva the first product outside Japan with product-specific
health claim
– Patents in 78 countries concerning 14 patent families
• Partners: market-leading companies
– Danone, Kraft, SkåneDairy, Institut Rosell, Merck, Health-
World/Metagenics
– Global coverage
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4. Probi’s Market Areas
Functional Food Dietary Supplements
Foods enriched with Nutritionals that are
ingredients that have intended to supplement a
positive health effects normal diet
over and above the
product’s normal
nutritional value
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5. Probi’s research areas
Gastrointestinal Immune system Metabolic Syndrome,
disorders CVD, diabetes, overweight
Probiotics can
contribute to Probiotics can contribute
Probiotics can
maintaining the to reducing abnormally
contribute to better
defense system in high inflammation levels
digestion and
balance and thereby counteract
nutritional intake,
disease
counteract symptoms
of inflammatory
instestinal diseases
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7. Storage stability of probiotics in a fruit drink
• Application
– L.plantarum fermented oatmeal is added to the heat treated fruit
drink.
1,00E+09 4
1,00E+08
3,5
1,00E+07
cfu/ml
CFU
pH
3
pH
1,00E+06
2,5
1,00E+05
1,00E+04 2
0 30 50 60 75
days
The storage stability of L.plantarum 299v in a fruit drink with mango stored at 4ºC.
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8. Storage stability of probiotics in fruit juice
• Application
– Starter culture is added to the heat treated juices
1,0E+08
1,0E+07
cfu/g
1,0E+06
1,0E+05
0 2 4 6 8 10 12 14
weeks
The storage stability of L.plantarum and L.paracasei in orange juice with açerola stored at 4ºC.
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10. How can Probi support Partner uniqueness and
success?
• Robust strains
• Know-how in stabilizing products
• Quick testing models for screening of stability and product
quality testing
• Knowledge transfer of culture handling
• Supply contacts for required technology partners
• Capacity for close collaboration to secure product
development
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11. Functional food – Skånemejerier
• ProViva containing Lp299v - strong annual growth
for 15 years in the Nordics
• ProViva was first in many aspects – probiotics in
fruit, functional food etc
• ProViva was not built by massive media investments
but rather high efficacy
• ProViva - The Gut Expert
Source: Skånemejerier, 2009.
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12. ProViva – Innovative concepts…
1994 - Launch of ProViva, world's first probiotic fruit drink
1999 - Launch of ProViva Active, first probiotic sports/recovery drink
2002 - Launch of ProViva Yoghurt
2003 - Launch of ProViva Shot, first ”little bottle” in Sweden...and
probably first probiotic fruit drink shot in the world!
2005 - Launch of ProViva - Drinking yoghurt and Sour milk/Kefir
2008 - Launch of ProViva Female
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13. Key learning's from marketing ProViva
• Taste, fruit, perceived efficacy and innovation has driven
consumer success
– Taste is king, efficacy is queen
– Adopted to modern lifestyle – Convenient, quick etc
– Affordable and Available
• Science has built credibility
– No need to tell consumers ”exactly how”
– Scientific endorsement
• Science has been key to scientific community
– Must have documented science to be accepted
• Role of media decisive - Can build or destroy brand trust
– Based on verdict from scientific community
– Can educate consumers and influence regulators
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14. ProViva concept – untapped potential…
• Europe
– Population 700 Million
• Sweden – Potential 3.7 Billion €
– Population 9.5 Million
– ProViva sales 80
• US
Million US $
– Population 300 Million
– Potential 2.5 Billion US $
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15. Bravo Friscus
The world’s first 100% juice containing
probiotics scientifically proven to boost
the immune system and to help against
common colds
Orange and apple juice with a blend of
probiotic bacteria - Lactobacillus plantarum
Heal9 and Lactobacillus paracasei 8700:2
Probi supports the new probiotic product with
unique clinical results demonstrating real
effects on common colds and not just
immune markers in blood
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16. Skåne Dairy/Probi launched Bravo Friscus in
September 2009
– Bravo is the leading juice brand in Nordic
– Three flavours: Orange (with a dash of açerola) Apple
(with a dash of cranberry) and Tropical
– Combination of two patented strains from the Lactobacillus
plantarum and Lactobacillus paracasei species
– Prevents colds, shortens cold periods and reduces cold
symptoms (statistically significant vs. placebo in two
double-blind studies with a total of 600 individuals)
– Clinical dose corresponds to approx. 1 glass per day
– Exceeds clinical results from previous studies (other
probiotics, echinacea, garlic etc.)
– 100% fruit juice + effective dose of probiotics is very
challenging from a stability perspective and requires
specific technology
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17. Target groups - probiotic fruit drinks & juices
Fruit drinks and juices have unique appeal to very broad consumer
groups. Consumers also value the perceived health benefits already
connected to juices, making them excellent vehicles for eg immune
enhancing probiotics.
Families Young adults Health conscious
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18. Probi can add to your market proposition
• Reinforce brand profile and functionalities
• Attract new consumers
• Strengthen consumer loyalty through high perceived efficacy
• Add consumer benefits to a very established platform
Our Mission
Drive additional sales and profit for
your brand by adding clear perceived
benefits to your consumer offering
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22. Probi works with companies wanting to build a
position as probiotic leaders in their markets
France, Belgium, South &
Central Americas India
USA, Australia
Nordic countries
Czech Republic, Slovakia
Canada
Spain
South Africa
+
Greece
China
Serbia, Montenegro, Croatia,
Poland Macedonia, Bosnia and
Herzegovina, Albania, Slovenia and
Hungary
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23. Probi – Competitive advantages in building added-value
• Strong clinical documentation to support health claims
• Robust probiotic strains
– survive industrial processing
– long shelf life
– lower COGS
• Probi’s knowhow in concept/product development and
industrialization
• Consumers experience tangible health benefits when using
Probi’s probiotics
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25. Probi – Commercial success based on innovation
and science
Thank you for your attention!
Research
Niklas Bjärum
Probi AB Patents
Vice President Marketing & Sales
e-mail: niklas.bjarum@probi.se
www.probi.com
Commercialization
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