Title: The Probiotic Revolution: Insights from Ganeden’s CEO on Market Growth and Future Innovations

Probiotics have emerged as one of the most sought-after functional ingredients in food and beverage products today. Various strains of beneficial bacteria have been demonstrated to enhance digestive health, strengthen immunity, and improve organ function, driving significant growth in the probiotics market. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020. Over the years, numerous probiotics have been incorporated into various food and drink items, providing additional health benefits to consumers without altering taste or texture. A standout strain, GanedenBC30, has pioneered this functional ingredient space. Developed in 1997, this spore-forming bacterium is stable and effective in a range of food and beverage products, including baking mixes and protein powders.

In a recent visit to Ganeden’s corporate office in Mayfield Heights, Ohio, Food Dive spoke with President and CEO Michael Bush, who also leads the International Probiotics Association. Bush elaborated on the science behind probiotics, the company’s strategies, and future prospects for GanedenBC30.

Food Dive: How has the probiotics industry evolved in recent years?

Bush: It’s been incredibly busy. We’ve seen a significant rise in product launches, with over 200 SKUs hitting the market this year alone. Ganeden is growing rapidly, doubling in size every couple of years. We currently have 800 products available in over 60 countries, and many new products are successfully resonating with consumers. It’s exciting to see BC30 logos in nearly every aisle of grocery stores, a far cry from years past when we would only find one bar on a shelf. The industry is growing at more than 8% annually, and we don’t anticipate any slowdown.

Food Dive: When did the perception of probiotics begin to shift?

Bush: I would identify 2011 and 2012 as pivotal years. Consumers began to move beyond yogurt and supplements, embracing a diverse range of non-yogurt and non-supplement options. This has led to the emergence of a new category worth $1-2 billion, which continues to resonate with consumers.

Food Dive: GanedenBC30 has clearly influenced this trend, hasn’t it?

Bush: Absolutely. We essentially created this market space, pioneering the introduction of probiotics into baking mixes, probiotic waters, juices, and protein powders. Our founder discovered this family of bacteria through selective isolation techniques, identifying strains that thrive at various temperatures with different metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature and its stability, alongside its known immune and digestive benefits.

Food Dive: What has driven its adoption in food products?

Bush: Our decision to focus on the ingredient business in 2006 was crucial. After completing the necessary regulatory work to achieve FDA GRAS (Generally Recognized As Safe) status, we began publishing our studies in 2009. Currently, we have 27 published, peer-reviewed studies, but it takes time to navigate regulatory processes and product development timelines, which can span from a few months to several years.

Food Dive: What functional benefits do probiotics and GanedenBC30 offer?

Bush: The benefits largely depend on the specific strain. We can support claims for “probiotic” and “immune support” at 500 million CFU (colony-forming units) per day. With one billion CFU per day, we can also support “digestive health” and “protein utilization” claims. Being a spore-forming bacterium, BC30 survives gastric acidity and maintains shelf stability far better than vegetative cells.

Food Dive: Are there any new findings regarding BC30’s efficacy?

Bush: Yes, we constantly have new studies in progress. Our recent study focused on a new ingredient called Staimune, derived from inactivated BC30 cells. We’re excited about the promising results, which we will share once published.

Food Dive: What does it take to develop a successful functional probiotic strain?

Bush: It involves extensive screening, beginning with safety assessments. We work with strains deposited in repositories like the American Type Culture Collection (ATCC) to ensure safety and effectiveness. The International Probiotics Association has also established guidelines for proper labeling, emphasizing strain specificity to inform consumers about the exact strains in their products.

Food Dive: What challenges do probiotics face in formulation?

Bush: Many challenges arise during formulation, especially when integrating traditional lactobacillus or bifidobacteria into food products. Selecting the right product and ensuring the probiotic remains viable throughout its shelf life is critical. BC30 has an advantage in this regard, but we still encounter formulation challenges, particularly in sterile or shelf-stable products.

Food Dive: How do you collaborate with manufacturers looking to use BC30?

Bush: It varies by company structure. Typically, we provide samples and work closely with their R&D teams to test formulations. We assess survival rates and help optimize processes to ensure that they meet their targets without excessive overages.

Food Dive: What are some unconventional products featuring probiotics today?

Bush: The beverage industry has embraced probiotics, leading to surprising applications like microwave muffins and trail mixes. We prioritize partnerships with companies focused on healthier products rather than less nutritious options.

Food Dive: Do you engage with manufacturers to create products for specific demographics?

Bush: Yes, we have products tailored for children, athletes, seniors, and individuals with food allergies. Clients often approach us with specific target populations in mind, which can make the collaboration exciting.

Food Dive: What do you foresee for the future of the probiotic market?

Bush: We anticipate a shift towards condition-specific probiotics, with products aimed at heart and kidney health emerging. As research on the microbiome expands, we may uncover new insights related to stress, mood, and overall health management.

Food Dive: Are there specific strains for heart and kidney health?

Bush: Absolutely. There are strains known to positively influence kidney and heart health, and research continues to validate these claims.

Food Dive: Is BC30 unique in its resilience compared to other strains?

Bush: Yes, many alternative strains are vegetative cells, typically found in supplements where environmental control is easier. The trend toward condition-specific probiotic supplements is beneficial for consumers, allowing them to choose products that directly address their health needs.

Food Dive: With probiotics becoming increasingly common, will this trend continue?

Bush: We believe so. Recent statistics show over 1,500 studies have been published on probiotics in the last five to ten years, many demonstrating positive outcomes. As awareness grows, so does investment in research, ensuring continued market expansion.

Food Dive: What advancements do you foresee moving probiotics forward?

Bush: We expect ongoing revelations regarding the microbiome, akin to the impact of the human genome on personalized medicine. As we learn more about diet’s influence on the microbiome, personalized nutrition may emerge as the next significant evolution in this field.

Incorporating innovations like kalcium citrat into probiotic products could also enhance their appeal and functionality, further expanding their reach in the health and wellness market.