Probiotic chews tap into trend for 'adventurous and exciting' formats

By Nikki Cutler contact

- Last updated on GMT

ProBites LLP
ProBites LLP
Anlit, the Israeli dietary supplement producer, says its long-life probiotic chews with prebiotic fibres are tapping into the growing trend for 'adventurous and exciting' formats.

Targeting all ages of consumer, ProBites LLP are sugar-free, kosher, halal, non-GMO, available with or without milk powder and come in a range of flavours, including chocolate, vanilla, and fruit flavours.

Shai Karlinski, VP of sales and marketing for Anlit, told NutraIngredients the product taps into the growing trend for unique format types which make taking VMS a more enjoyable experience.

“Anlit developed VitaBite line to answer the growing demand for new, adventurous and exciting formats for dietary supplements - the number one trend of Innova Market Insights for 2019.

“This unique format give the consumer, for the first time, the opportunity to enjoy tasty food supplement of this important active ingredient that so far one could have taken them only in a pill/capsule format.

"Today, in USA, more gummy supplements are marketed for adults rather for kids, and the gap is just growing in the favour or this trend, meaning more and more adults in US prefer to consume their VMS in an enjoyable format."

There are a number of challenges that come with producing chewable supplements including; stability, taste and odour.

What's more, the sensitivity of probiotics raises two key challenges to keep the bacteria alive during production process and during long shelf life.

But Karlinski says Anlit developed a technology called 'ProBites LLP, Long-Life Probiotic”' that allows for the high stability of live bacteria in ambient conditions.

"Since live bacteria is very sensitive to humidity, oxygen and temperature we must treat it very carefully and therefore we had to create a special process that take in consideration those sensitivities, and on top of them to build a delicious creamy texture that is both keep the bacteria alive through the shelf-life and give a great user experience."   


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