PanTheryx snaps up TruBiotics probiotics from Bayer HealthCare
02 Mar 2021 --- PanTheryx, a biotechnology company specializing in bovine colostrum, has acquired TruBiotics and its trademarks from Bayer HealthCare.
The US-based daily probiotic supplement brand joins PanTheryx’s current brands and ingredient offerings to create a full spectrum of nutritional supplements that support comprehensive digestive and immune health throughout the life stages.
“The acquisition of TruBiotics is consistent with our strategy to accelerate growth through acquisitions of synergistic brands in fast-growing strategic categories,” says Wes Parris, president and CEO of PanTheryx.
TruBiotics contains a proprietary blend of Bifidobacterium animalis BB-12 and Lactobacillus acidophilus LA-5, which is one of the most researched combinations of probiotic strains. BB-12 and LA-5 are both registered trademarks of Chr. Hansen.
TruBiotics will continue to be available through existing food, drug and mass channel retailers, as well as e-commerce channels. However, it will now be marketed under the PanTheryx portfolio of products.
NutritionInsight has reached out to both companies for more details of the financial terms of the deal.
The TruBiotics brand will join PanTheryx’s current offerings, including Life’s First Naturals, dairy colostrum and prebiotics.
Probiotic growth
PanTheryx is witnessing accelerated growth in the probiotics and microbiome category. Notably, the company plans to rapidly accelerate the market penetration of TruBiotics.
“We anticipate strong growth in the US, and additionally in other major international markets and new distribution channels globally,” says David Abramson, executive chairman of the board of PanTheryx.
The company notes that the global probiotics market is expected to reach $77 billion US dollars by 2025.
The growth of this market is driven by heightened awareness of preventive healthcare among consumers, research focused on the multiple health benefits of probiotics and increased use of probiotics as alternatives to antibiotics.
Supporting immunity and digestion
According to Innova Market Insights, probiotic supplement launches have seen a CAGR of 31 percent (Global, 2016-2020). Digestive/liver health is by far the most popular positioning, but immune health is in second place.
“An extensive body of research demonstrates the benefits of probiotics in supporting a healthy digestive and immune system,” says Dr. Mehmet Oz, attending physician at New York Presbyterian – Columbia Medical Center, host of The Dr. Oz Show and PanTheryx board member.
The interaction between the gut and immunity is becoming increasingly clear. Notably, 70 percent of the immune system is located around the gastrointestinal system.
As a result, probiotic NPD targeting immunity has flourished in recent months.
In June, a PanTheryx investigation also revealed the complex composition of bovine colostrum and its components that collectively may support immunity and gut health.
Edited by Katherine Durrell
