Though more consumers want probiotics only 2 percent of new food and drinks launched in the last 12 months were marketed as containing probiotics. A study found its because of regulatory issues. Companies (especially in the dairy category) are uncertain whether or not they can legally label a product as containing probiotics. Labeling the food as fermented instead could aid a product’s natural and healthy image, the study concludes, since more consumers are viewing fermentation as an authentic natural food and beverage choice.
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