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Probi AB
Differentiated Leadership in Probiotics
2
Introduction – Probiotics
• Living microorganisms that have positive effects on human health
• Used to be present in food naturally
• Improves balance between good and bad bacteria
• Health effects far beyond gastrointestinal disorders
• Up to 80% of immune defence in the intestinal tract
Elie Elie
MetchnikoffMetchnikoff
(1845(1845--1916)1916)Nobel price in
medicine - 1908
3
Introduction – Probi in a nutshell
• Pioneer company
– Leading player in research & development in the field of probiotics
• Patents on well-documented bacteria
– ProViva the first product outside Japan with product-specific health claim
– Patents in 78 countries concerning 14 patent families
• Partners: market-leading companies
– Danone, Kraft, SkåneDairy, Institut Rosell, Merck, Health-World/Metagenics
– Global coverage
4
Probi’s Market Areas
Functional Food
Foods enriched with ingredients that havepositive health effectsover and above the product’s normal nutritional value
Dietary Supplements
Nutritionals that are intended to supplement a normal diet
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Probi’s research areas
Gastrointestinaldisorders
Probiotics cancontribute to betterdigestion and nutritional intake, counteract symptoms of inflammatoryinstestinal diseases
Immune system
Probiotics cancontribute to maintaining the defense system in balance
Metabolic Syndrome, CVD, diabetes, overweight
Probiotics can contributeto reducing abnormallyhigh inflammation levelsand thereby counteractdisease
6
Probi’s Functional Food – Probiotic Applications
– Fruit drinks
– Fruit shots
– Juices 100%
– Recovery drinks
– Yogurt
– Drinking yogurt
– Kefir/Sour-milk
– Fresh Milk
– Cheese
– Fresh cheese
– Soy
– Frozen Foods
– Ice Cream
– Cereals
– Bars
– Powdered Beverages
– Delivery Solutions
Current examples:
7
Storage stability of probiotics in a fruit drink
• Application
– L.plantarum fermented oatmeal is added to the heat treated fruit drink.
1,00E+04
1,00E+05
1,00E+06
1,00E+07
1,00E+08
1,00E+09
0 30 50 60 75
days
cfu
/ml
2
2,5
3
3,5
4
pH
CFU
pH
The storage stability of L.plantarum 299v in a fruit drink with mango stored at 4ºC.
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Storage stability of probiotics in fruit juice
• Application
– Starter culture is added to the heat treated juices
1,0E+05
1,0E+06
1,0E+07
1,0E+08
0 2 4 6 8 10 12 14
weeks
cfu
/g
The storage stability of L.plantarum and L.paracasei in orange juice with açerola stored at 4ºC.
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Partnering model
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How can Probi support Partner uniqueness and success?
• Robust strains
• Know-how in stabilizing products
• Quick testing models for screening of stability and product quality testing
• Knowledge transfer of culture handling
• Supply contacts for required technology partners
• Capacity for close collaboration to secure product development
11
Functional food – Skånemejerier
• ProViva containing Lp299v - strong annual growth for 15 years in the Nordics
• ProViva was first in many aspects – probiotics in fruit, functional food etc
• ProViva was not built by massive media investments but rather high efficacy
• ProViva - The Gut Expert
Source: Skånemejerier, 2009.
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ProViva – Innovative concepts…
1994 - Launch of ProViva, world's first probiotic fruit drink1999 - Launch of ProViva Active, first probiotic sports/recovery drink2002 - Launch of ProViva Yoghurt 2003 - Launch of ProViva Shot, first ”little bottle” in Sweden...and
probably first probiotic fruit drink shot in the world!2005 - Launch of ProViva - Drinking yoghurt and Sour milk/Kefir2008 - Launch of ProViva Female
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Key learning's from marketing ProViva
• Taste, fruit, perceived efficacy and innovation has driven consumer success
– Taste is king, efficacy is queen
– Adopted to modern lifestyle – Convenient, quick etc
– Affordable and Available
• Science has built credibility – No need to tell consumers ”exactly how”
– Scientific endorsement
• Science has been key to scientific community– Must have documented science to be accepted
• Role of media decisive - Can build or destroy brand trust– Based on verdict from scientific community
– Can educate consumers and influence regulators
14
ProViva concept – untapped potential…
• Sweden
– Population 9.5 Million
– ProViva sales 80 Million US $
• US
– Population 300 Million
– Potential 2.5 Billion US $
• Europe
– Population 700 Million
– Potential 3.7 Billion €
15
Bravo Friscus
The world’s first 100% juice containing
probiotics scientifically proven to boost
the immune system and to help against common colds
Orange and apple juice with a blend of
probiotic bacteria - Lactobacillus plantarum
Heal9 and Lactobacillus paracasei 8700:2
Probi supports the new probiotic product with
unique clinical results demonstrating real
effects on common colds and not just
immune markers in blood
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Skåne Dairy/Probi launched Bravo Friscus in September 2009
– Bravo is the leading juice brand in Nordic
– Three flavours: Orange (with a dash of açerola) Apple(with a dash of cranberry) and Tropical
– Combination of two patented strains from the Lactobacillus plantarum and Lactobacillus paracasei species
– Prevents colds, shortens cold periods and reduces cold symptoms (statistically significant vs. placebo in two double-blind studies with a total of 600 individuals)
– Clinical dose corresponds to approx. 1 glass per day
– Exceeds clinical results from previous studies (other probiotics, echinacea, garlic etc.)
– 100% fruit juice + effective dose of probiotics is very challenging from a stability perspective and requires specific technology
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Target groups - probiotic fruit drinks & juices
Families Young adults Health conscious
Fruit drinks and juices have unique appeal to very broad consumer groups. Consumers also value the perceived health benefits already connected to juices, making them excellent vehicles for eg immune enhancing probiotics.
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Probi can add to your market proposition
• Reinforce brand profile and functionalities
• Attract new consumers
• Strengthen consumer loyalty through high perceived efficacy
• Add consumer benefits to a very established platform
Our Mission
Drive additional sales and profit for your brand by adding clear perceived
benefits to your consumer offering
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Probi is leading and driving the probiotic fruit category
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Probi probiotic concepts among the most successful and progressive globally!
Successes…
The Future…
Source: Business Insight, ReportFeb 2010
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Probi branded supplements launched in the Nordic markets March 2010
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Probi works with companies wanting to build a position as probiotic leaders in their markets
South Africa
France, Belgium, South &Central Americas
USA, Australia
Greece
India
PolandSerbia, Montenegro, Croatia, Macedonia, Bosnia and Herzegovina, Albania, Slovenia and
Hungary
China
+
Czech Republic, Slovakia
Nordic countries
Canada
Spain
23
Probi – Competitive advantages in building added-value
• Strong clinical documentation to support health claims
• Robust probiotic strains
– survive industrial processing
– long shelf life
– lower COGS
• Probi’s knowhow in concept/product development and industrialization
• Consumers experience tangible health benefits when using Probi’s probiotics
24
Alliances – Preferred way of building innovation
25
Probi – Commercial success based on innovation and science
Research
Patents
Commercialization
Niklas BjärumProbi ABVice President Marketing & Salese-mail: [email protected]
Thank you for your attention!