Careful planning needed to capitalize on probiotics.

On a worldwide basis, more and more products marketed for their healthful appeal include probiotic bacteria. In the U.S., probiotic bacteria are often added to yogurts, but little effort is made to communicate a benefit or appropriate level of probiotic consumption to consumers. Concerns about limited research substantiating benefits and regulator obstacles likely contribute to this product positioning.

Fresh, fluid milk products containing Lactobacillus acidophilus with or without Bifidobacterium strains have been sold in the United States since the mid-1970s. However, sales are lackluster, comprising just 0.6% of the U.S. fluid milk market.

Food companies can capitalize on the use of probiotics in their products. But to do so, they must develop a healthful product-dietary supplement or food-and give it an image that has consumer appeal. They must determine whether consumers respond better to messages about intestinal health or immune system modulation without sacrificing taste or convenience.

Once this is achieved, attention must be given to which strain or combination of strains of probiotic bacteria best accomplish this goal. There are several commercialized strains from which to choose, but the ones used must promote stability and compatibility in the product. Moreover, the health impact must be clearly delineated.

After a product concept is developed, you have to resolve product labeling issues. A product's commercial release must be accompanied by a consumer communications program to enable consumers to stretch beyond the many negative perceptions of bacteria in foods and recognize the positive ones. You have to combat the bacteria-as-bad belief held by some.

There must be additional research undertaken to address any unanswered questions. You must determine the level of which type of bacteria will cause what health benefits in which consumers. Also, can probiotic function in some products be improved? You'll need to determine the mechanisms of health effects. Also consider the shelf-life limitations of probiotics in dairy and other foods and the best methodologies for monitoring probiotic levels in products. Researchers must concern themselves with survival of probiotic bacteria in products. For example, the numbers of the bacteria tend to decline in yogurt over time because they are acid- or oxygen-sensitive substances. Consider which product formulations and processes are compatible with probiotics.

Even if high levels of probiotic bacteria are present in products, the selective enumeration of the bacteria is not an easy undertaking. This can affect a food company's ability to develop quality assurance techniques for products with several strains, species and genera. The mix of strains and species in the product and the presence of sublethally injured cells can complicate enumeration.

Further information. Mary Ellen Sanders, Dairy and Food Culture Technologies, 7119 S. Glencoe Court, Littleton, CO 80122; phone: [phone]; fax: [phone]; email: [e-mail].