NZMP to diversify probiotics with functional F&B in North American sports nutrition

01 Jul 2021 --- Motivated by a drop in demand for probiotic supplements, Fonterra’s B2B dairy ingredients brand NZMP is expanding its probiotics to the functional food scene in North America.

“Our probiotics can elevate F&B positionings, taking an ordinary product to functional food status,” Victoria Lam, senior global marketing and communications manager – sports and active lifestyle NZMP, tells NutritionInsight.

The move also targets rising demand for immunity solutions while fostering consumers’ health consciousness. “This results in an even larger opportunity in the wider adult health and wellness space, which we call ‘active living,’” Lam explains. 

NZMP’s probiotics do not solely target sports nutrition – “although this is a strength of our core protein portfolio” – but considers wider health and wellness goals.

The portfolio expansion will include milk phospholipids for mental well-being, milk minerals for bone health and lactoferrin for immunity. The new applications will range from snacks to certain types of confectionery and beverages. 

“With more than 90 percent of probiotic products making health claims in the US, it makes sense to add probiotics into food or beverage formats, which can be carriers for various health-boosting ingredients,” Lam maintains.

NZMP affirms it is one of the few probiotic suppliers with evidence of probiotic stability data for chocolates.First movers in probiotic chocolates 
Although Innova Market Insights reveals probiotics in sports nutrition and supplement launches have declined by 18 percent year-over-year, probiotics in F&B applications have grown 13 percent year-over-year when comparing 2019 and 2018 launches. 

“For a few years now, we have seen probiotics delivery formats rapidly moving away from just supplements into the likes of cereals, chocolates and ready-to-mix powdered beverages – an area we are very familiar with due to our proteins business,” says Chris Ireland, US probiotics business manager, sports and active lifestyle.

NZMP further maintains it is one of the few probiotic suppliers with evidence of probiotic stability data for chocolates. “Our chocolate application is particularly interesting as this allows probiotics to be added to trail mixes or in granola bars,” Lam explains.

Preparing for the fortification trend
NZMP previously highlighted that while functional foods proliferate, consumers are becoming more demanding for evidence-based ingredients. “Clinical research takes time, there is no short-cut,” flags Lam.

“But the amount of evidence that we have been building up over the years in many different areas sets us apart,” she highlights. Notably, NZMP developed its strains of Bifidobacterium animalis subspecies lactis HN019 and Lacticaseibacillus rhamnosus HN001 in the 1990s.

They are clinically proven to provide consumers with digestive health and immunity benefits, ranging from improving gut-barrier function to reducing the risk of certain diseases, infections and inflammation.

Overcoming stability issues
A technical challenge NZMP is frequently confronted with is probiotic stability. “This is a concern from an advertising, regulatory and product effectiveness point of view,” Lam outlines. 

NZMP is currently working on achieving organic status to attract a broader range of consumers.“Basically a probiotic product that claims to have a certain colony forming unit must ensure that this claim is true at the end of a product's shelf life. Many players just accept that some probiotics naturally die-off over shelf life, so to compensate they double or even triple the initial probiotic dose at manufacture.”

However, the consequences are avoidable cost and waste issues. “Especially in our focus applications, this is something we can help customers overcome,” she details.

Plans for the future
A “softer, but equally important challenge” is around product positioning. “The market is crowded, fragmented and often confusing for consumers who don't know what products to pick,” Lam shares. 

“The challenge is for customers to cut through this noise.” In this space, NZMP’s probiotics are already Non-GMO Project Verified, vegetarian, dairy-free, halal and kosher, but the company is currently working on organic status. 

By extending its product offerings into specialty ingredients, NZMP hopes to help its customers appeal to a broader range of consumers. 

“This addresses the increased immunity awareness that has arisen since COVID-19, where consumers have placed a greater focus on immunity solutions and more enjoyable, functional F&B products,” the company stresses.

Further tapping in the ballooning sports nutrition arena, Lonza launched its first probiotic ingredient for the North American active nutrition market. Health Canada recognized Lallemand Health Solutions’ probiotic ingredient Lafti L10 for its antioxidant properties for athletes. 

By Anni Schleicher