Ganeden has performed some market research into the potential of probiotic coffee, he said, with consumers seeking products that are already part of their daily routine. “They don’t want to have to learn to like new foods,” he said.
Consumption
And coffee definitely fits into the daily routine of many Americans. According to 2010 data from the National Coffee Association, 54% of American adults drink coffee every day, downing an average of 3.1 cups a day.
The US is reported to spend $40 billion on coffee each year.
“We have repeatedly seen that adding GanedenBC30 to other foods and beverages has consistently increased margins and sell-through, so we are extremely excited about adding GanedenBC30 to one of the two largest selling beverages in the world,” said Bush.
Claims
For digestive and immune support claims, the company recommends dosages of BC30 of one billion cfus (colony forming units) per day.
The company is currently working with multiple manufacturers in both food service and retail, said Bush, and partnerships will be announced in the coming weeks.
“Initially, the partners are more niche companies, but we also have some with a big market footprint,” he added.
Different partners are taking different approaches to the doses, he said, with some offering one billion cfus in one serving, and others offering 250 million cfus per serving with recommendations to consume multiple servings throughout the day.
Ganeden tests product viability at time of consumption and not time of manufacture, said Bush, to ensure that consumers are receiving the doses listed on the labels.
The ingredient
BC30 has significant advantages over rival probiotic strains in food and beverage applications owing to its unique ability to withstand extremes of temperature and harsh processing techniques.
BC30 is a spore-forming bacterium, which means that inside the bacterial cell is a hardened structure, or spore, a bit like a seed. This safeguards the cell’s genetic material from the heat and pressure of manufacturing processes, stomach acid and bile.
