Chr. Hansen re-launches its probiotic offerings for the dietary supplement, infant formula and pharmaceutical industries under a new tagline: “Probio-Tec®... when science matters”.
“Over the past few months we have thoroughly analyzed the probiotic market place and our own position in it, “explains Chr. Hansen’s Charlotte Beyerholm, Marketing Manager, Health & Nutrition Division. “The purpose of the analysis was to scrutinize and improve the global promotion of our probiotics.”
Science on everybody’s mind and lips
According to Beyerholm, the conclusion was crystal-clear: The increasing focus on documentation and other key aspects of “science” among customers, authorities, consumers and other central stakeholders favors Chr. Hansen as the one probiotics supplier having a scientifically superior approach and product portfolio.
Chr. Hansen’s Probio-Tec® products are characterized by four properties:
• Documented effect
• Documented stability
• Proven safety
• Multiple applications
Documented effect means that Probio-Tec® products contain strains with an efficacy which is documented by human studies published in scientific journals. “This enables our customers to differentiate their consumer product on efficacy. Furthermore, the documented effect will increase consumer repurchases because the product has the intended effect – it works,” explains Lasse Nagell, Global Sales Director, Health & Nutrition Division.
Documented stability means that Chr. Hansen provides stability data from raw material to packed consumer product at relevant storage conditions. “Additionally, we ensure adequate cell count correlating to clinical documentation,” elaborates Nagell. “This secures that our customer’s product delivers on promise.”
Proven safety has three implications. Firstly, Probio-Tec® products contain probiotic strains that have a documented history of origin, are well characterised, and with no adverse safety-related observations. Secondly, strain identity verification is part of Chr. Hansen’s quality control and, thirdly, the company secures full traceability from raw materials to final product. “The benefit for our customers is that there will be no unforeseen adverse effect from Probio-Tec® strains,” Nagell points out.
Multiple applications means that Probio-Tec® products are available in different dosage forms as well as customized solutions. Additionally, they are manufactured to meet specific industry requirements. “In other words,” explains Nagell, “we offer customers flexibility in customizing their product and our experience enables an effective product launch process.”
Speaking with one voice
“From China through Italy to the US, Chr. Hansen probiotic customers all over the world will be familiar with the above key facts about their supplier’s premium probiotics. A wide range of communication and marketing activities will help us get the message across in the months to come,” concludes Beyerholm.
Chr. Hansen’s eight Probio-Tec® strains for Gastrointestinal, Immune, Women's, and Infant Health are:
• Bifidobacterium BB-12®
• Lactobacillus acidophilus LA-5®
• Lactobacillus rhamnosus LGG®
• Lactobacillus rhamnosus GR-1®
• Lactobacillus reuteri RC-14®
• Lactobacillus L. casei 431®
• Lactobacillus F19®
• Streptococcus thermophilus TH-4®
Chr. Hansen is a global bioscience company that develops natural ingredient solutions for the food, nutritional, pharmaceutical and agricultural industries. The products include cultures, enzymes, probiotics and natural colors, and all solutions are based on strong research and development competencies coupled with significant technology investments. Revenue in the 2013/14 financial year was EUR 756 million. The company holds a leading market position in all its divisions: Cultures & Enzymes, Health & Nutrition and Natural Colors. It has more than 2,500 dedicated employees in over 30 countries and main production facilities in Denmark, France, USA and Germany. Chr. Hansen was founded in 1874 and is listed on NASDAQ OMX Copenhagen.