With fermentation food reaching near cult status for the health-conscious, consumers have begun hunting for the perfect bacteria.
As a result, brand awareness – and the accompanying marketing – has as it now made its way into the world of food cultures, according to Mauricio Graber, chief executive of Denmark. Hansen Holding A / S, the world’s largest manufacturer of probiotic cultures used in food such as cheese.
“Weights are important,” he said in an interview.
One of the behavioral effects of the pandemic – and the locusts that spawned it – seems to be a sudden spike in demand for fermentation health products like kombucha and kimchi.
Bacterial branding is becoming a thing, especially in Asia where food companies have built consumer confidence in the health and protective health benefits of additional live cultures.
Bacteria manufacturers are taking a page out of Intel Corp’s book. to try to solve the branding problem. Eventually, the company, which makes semiconductors that plug into laptop laptops, dropped the famous “Intel inside” sticker on the PCs to gain recognition.
Chr. Hansen’s LGG brand of Lactobacillus rhamnosus is now appearing on products like Babybel probiotic cheese snacks. Brands have yet to make their way into packaging in Europe, Graber said.
What Bloomberg Intelligence says …
“Consumers can seek out natural, healthy products once Covid-19 is under control, which can boost Chr. Hansen’s ability to expand organic revenue at the double-industry level. Its technology allows the elimination of antibiotics and chemicals in the food chain, adding probiotic cultures to support the health claims of bile. ”
“You see it very much in the extra space, and sometimes what you see there you see to some extent in a mainstream food and drink sector,” said Albert McQuaid, Kerry Group’s chief technology officer, at the GanedenBC30 brand is also made on food and beverage containers. “People want to trust the credibility of the ingredients and that means the ingredient has a real presence. ”
Covid-19 will explode two diversified trends in 2021, according to an industry report by Kerry. While people are complaining about comfort foods like apple pie and mac and cheese, there is also a demand for more unusual flavors and habits as physical travel is off the agenda, Kerry said.
But there is also a big shift towards healthy eating, he said, helping to revitalize the probiotics industry, which has itself grown. Almost a decade ago, the European Union banned the use of probiotics and any related health benefits on food labels, rejecting a flood of claims.
In the last few months, cracks have begun to appear in EU regulation, with Spain among member states releasing the rules to allow the probiotics label to reappear as a food ingredient.
“Europe got some attention from some sciences because companies were putting willy-nilly stuff back in the late 1990s, early 2000s, without scientific support; Danone was hit hard on this one, ”said Fox. “But Chr. Hansen has the data that can prove substance, and perhaps the pandemic is just clarifying people how a good diet is helpful. ”
Graber said Europe is far behind other regions when it comes to brand recognition of bacteria.
Follow more stories on it Facebook and Twitter
This story was published from a wire group group with no text changes. Only the headline has changed.
