Vitafoods Europe 2026 live: Morinaga Milk launches new probiotics brand identity

At the ongoing Vitafoods Europe 2026 trade show, Morinaga Milk Industry is presenting a new brand logo for its Human-Residential Bifidobacteria (HRB). The company says it is moving toward an integrated view on health, as consumers are increasingly aware of the connections between the gut microbiome and other health areas.

Nutrition Insight catches up with Saki Yamashita, global marketing manager in the Functional Food Ingredients Division at Morinaga Milk Industry, at the event in Barcelona, Spain.

“At Vitafoods this year, our innovation priorities are centered around interconnected health areas, including immune resilience, healthy aging, metabolic balance, and mental well‑being.”

“Compared to previous years, we are moving away from single, isolated benefits toward a more integrated view of health. This evolution is also reflected in the launch of our new HRB brand logo at Vitafoods, which represents our next phase of microbiome‑based innovation focused on long‑term human health.”

Beyond gut health

Yamashita highlights that the gut microbiome is increasingly understood as a systemic contributor to overall health, influencing immunity, metabolic regulation, and the gut‑brain axis.

“Rather than expanding applications based on trends, our focus is on understanding how HRB and microbiome‑derived functions support long‑term physiological balance, always guided by scientific evidence and biological mechanisms.”

Yamashita says the new HRB brand logo represents the company’s next phase of microbiome‑based innovation focused on long‑term human health.She underscores that Morinaga Milk’s foundation lies in HRB, which are bifidobacteria naturally living in the human large intestine.

“HRB has coexisted with humans for approximately 15 million years, evolving together in a symbiotic relationship. In that sense, they can truly be described as ‘bifidobacteria chosen by humans,’” she says.

Building on this heritage, the company’s approach now extends beyond gut health alone, continues Yamashita.

“We see HRB as a foundation for holistic well‑being, supporting health across the lifespan — from infants to the elderly. This philosophy is symbolized by our renewed HRB brand identity introduced at Vitafoods this year.”

Science-backed solutions

Yamashita says the company’s market differentiation lies in long‑term microbiome research and human relevance. 

“HRB represents bacteria that have evolved alongside humans, forming the basis of trust in our science,” she adds.

“The new HRB logo introduced at Vitafoods visually expresses this concept. It depicts the connection between humans and HRB through the gut and HRB’s continued contribution to people’s health and future. The brand color, orange, symbolizes the radiance of both the mind and body.”

The gut microbiome is increasingly understood as a systemic contributor to overall health, influencing immunity, metabolic regulation, and the gut‑brain axis.For example, the company’s Bifidobacterium breve MCC1274 probiotic strain is specifically developed to target cognitive health and support optimal brain function. Clinical evidence on the strain supports its benefits in memory function.

Yamashita previously told us: “This is the first Bifidobacterium in the world to be recognized for its ability to maintain memory function with a single Bifidobacterium strain.”

Meanwhile, the company’s LAC-Living+ postbiotic (Lactobacillus helveticus MCC1848) was developed to support a positive mood. Clinical trials on this product indicated it can improve quality of life, enhance positive mood, and reduce fatigue and negative emotion.

What’s next?

Yamashita says that, across markets, the company’s partners ask for credible, science‑backed solutions that are easy to position globally and understandable to consumers.

“There is also a strong demand for clarity — both in science and in communication. This is one reason we created the HRB brand to better convey the scientific concept behind our ingredients and their relevance to everyday health.”

She says Morinaga Milk Industry expects future innovation to increasingly focus on bacteria for functional F&B, such as postbiotics; systems health rather than single, isolated claims; and evidence‑led approaches that build long‑term trust.

“For Morinaga Milk, HRB will continue to play a central role in supporting health across life stages, guided by science and expressed through a clear, global brand identity,” she concludes.