New Product Format for Probi Digestis Targeting Kids

18 Dec 2015 --- Probi’s partner, Sanofi, is launching Cenovis Kids Superbiotics in South Korea. Cenovis Kids Superbiotics, based on Probi Digestis, a combination of probiotics and prebiotics is launched as a new product application. The new format, a powder stick, is a convenient solution targeting a new market segment, the kids segment.

The new Probi Digestis stick-pack product is a fast-melt powder that can be poured straight into the mouth, without the need of mixing it with water. The product is convenient and easy for kids to consume, and comes in a nice strawberry flavor.

Probi Digestis is based on Lactobacillus plantarum 299v (DSM 9843), Probi’s most well-documented bacterial strain. More than 30 human studies have been conducted with this strain, with a focus on gastrointestinal health.

A spokesperson for Probi said, “LP299V has been clinically proven to survive the low pH in the stomach, resist bile acids in duodenum and bind to the intestinal mucosa to colonize the gastrointestinal tract.”

“Cenovis Kids Superbiotics contains 5 billion CFU of live bacteria at the end of its shelf life as well as containing the prebiotic fibres Fructo oligosaccharides, Galacto oligosaccharides and chicory fibre and requires no refrigeration.”

Probi and Sanofi established partnership in 2014, with a distribution and supply agreement under which the Consumer Healthcare division of Sanofi South Korea sells Probi’s gut health product, Probi Digestis. In South Korea, the product is marketed under the brand name Cenovis Superbiotics. Cenovis Kids is a line extension of this product and is aimed for children in the ages between 4-10 years old.

“After the successful launch of Cenovis Superbiotics, Sanofi is strengthening its product portfolio with Cenovis Kids. It is very positive that Sanofi is expanding their probiotic range and it shows their commitment to Probi’s well-documentet probiotic strains,” says Linda Neckmar, Director of Marketing & Sales Consumer Healthcare at Probi.

Sanofi is launching an extensive nationwide campaign for the new kids product in South Korea. The product is being sold in department stores, duty free and on-line, reaching out to potential customers through a mix of advertising, PR, retail promotion, sampling and on-line marketing.