Culturelle harnesses ADM’s probiotic in weight management launch

23 Jul 2021 --- Culturelle is launching its first supplement for metabolic health and weight management. It features ADM’s Bifidobacterium animalis subsp. lactis BPL1 (CECT 8145) strain, which is supported by a portfolio of pre-clinical and clinical evidence demonstrating its potential metabolic health and weight management benefits.

“This [launch] has been possible thanks to our strong partnership with ADM, and we’re looking forward to exploring further opportunities together,” says Eric Bianco, brand lead – North America at Culturelle.

Culturelle Metabolism + Weight Management contains 12 billion colony forming units and also offers Chr. Hansen’s Lactobacillus rhamnosus GG (LGG). 

These strains are combined with high-potency B vitamins to help consumers stay healthy and energized. 

Targeting weight via the microbiome
The capsules – colored with purple carrot concentrate – are marketed as helping to safely manage weight and promoting the metabolism of fats, carbohydrates and protein. 

“The composition of the gut microbiome may impact a person’s metabolism and caloric intake. As a result, your gut microbiome may be a contributing factor to your overall weight,” notes Culturelle, which is distributed by i-Health. 

ADM has also defined BPL1’s mechanism of action – the specific biochemical interaction through which it impacts the biomarkers related to metabolic health.

The offering is now available online and in various US retailers. Nearly a third of consumers have become more conscious about their weight. 

Shaking off pandemic pounds
The pandemic has emphasized consumer focus on weight, with recent ADM research finding that nearly a third have become more conscious about their weight – compared to just 21 percent prior to the pandemic.

Many consumers – especially those who are overweight or highly educated – increased their consumption of unhealthy food during COVID-19 lockdowns, disrupting the seasonality of the weight management industry. 

ADM also reports that of the 38 percent of US consumers who have changed their views on health and wellness in the last year, 32 percent cited a change in weight as the reason why. Notably, obesity has been linked with increased COVID-19 mortality.

Consumers are also more informed about how their metabolic health affects their overall health – especially their immune health and mental health – through the gut microbiome. 

According to ADM, many consumers are seeking nutrition solutions in convenient formats to support their well-being. In fact, 27 percent of dietary supplement users increased their usage over the last five years, with 40 percent citing increased concerns for their health as the reason why. 

Edited by Katherine Durrell

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