Swedish probiotic producer Probi celebrates 30 years of ProViva lactic acid bacteria

15 May 2024 --- ProViva, a fruit juice product rich in the live active acid bacteria LP299V, was launched thirty years ago by Swedish probiotic R&D company Probi. The release followed the investigation of the L. plantarum strain by a research team at Lund University, Sweden, that wanted to test reducing inflammation and supporting immune function by adding “good” bacteria to the gut.

“In the early 1980s, Professor Bengt Jeppsson, a surgeon at Lund University Hospital, sought solutions to save patients developing sepsis after surgery — a challenge perplexing him and his colleagues. Exploring probiotics as an alternative to antibiotics for enhancing recovery, they opted to introduce bacteria rather than eradicate them,” Fabian Skärvad, business development manager of functional foods at Probi AB, tells Nutrition Insight. 

“Among the probiotic strains tested, LP299V yielded remarkable patient recoveries. Today, LP299V stands out as the world’s most clinically proven L. plantarum strain. Professor Bengt’s dedication to bacterial research culminated in the establishment of Probi, with our inaugural product, ProViva, launching in 1994.” 

Mette Drakenberg, head of Danone Sweden, also acknowledged the milestone: “We are very proud of the solid research behind ProViva and the strong brand it has become in Sweden. With the 30th anniversary, we want to celebrate the amazing history behind ProViva, but also all the incredible new taste innovations and variants that have been added over the years.” 

Product evolution and innovation
Skärvad explains that ProViva has evolved over the past 30 years, noting that when the product was first launched, it had just two flavors — blueberry and rose hip.

ProViva fruit juice stands out as a high-dosage, non-dairy functional probiotic product, unlike traditional probiotic products that use a milk-based substrate (Image credit: ProViva).“Today, ProViva offers approximately 20 different flavors and formats (including with or without sugar and with or without sweeteners). ProViva is a Swedish best seller in a really competitive category,” he asserts.

In terms of what has made the brand stand out on the market, Skärvad explains: “ProViva fruit juice offers a unique approach to traditional dairy-based probiotics like yogurts. It is a high-dosage, non-dairy functional probiotic product, making it the first of its kind in Sweden.”

Probi is continuously working to develop the collaboration with ProViva and introduce new products to the market.

Gut benefits and beyond
The functional foods expert further elaborates on the specific health benefits associated with consuming ProViva regularly, especially in relation to immune system support and gastrointestinal health. 

“A single serving of ProViva contains 10 billion clinically supported LP299V probiotic strains. These strains promote digestive wellness and are effective against issues like IBS, bloating and other digestive symptoms while also boosting immune function.” 

Alexia Wilhelmsson, marketing manager at Probi, adds: By consuming ProViva on a regular basis, you can help balance the body’s natural functions in a tasty and easy way, as we now know that between 70% and 80% of the body’s immune system is located in the gastrointestinal tract.”

“Probi is, of course, very pleased that its clinically proven bacterial strain LP299V is still used in ProViva today and that it gets to be a part of the 30-year celebration,” she concludes. 

By Milana Nikolova