 | |
New HOWARU™ cultures strengthen the immune system
Following an agreement concluded with NZMP Ltd., Danisco is now able to launch the first of two new probiotic bacteria cultures which can promote consumer health by enhancing the immune system.
|
| |
The launch is the result of a cooperation managed by the Danisco Specialities division that is dedicated to development of dairy cultures and other speciality products. Following Danisco's acquisition of the Australian and New Zealand-based ingredients company Germantown last year, Danisco is stepping up its activities in that part of the world, and not least in dairy applications. New Zealand's dairy sector has changed fundamentally over the last few years and holds a position among the world's 10 largest. Danisco is the world's largest supplier of functional ingredients to dairies and other industries.
In 2001, Danisco obtained the licences for production and marketing of the two probiotic bacteria cultures in major parts of the world, both cultures have been developed by Fonterra Research Centre (NZDRI) and NZMP Ltd. "The probiotic cultures play an important role in improving our resistance to infection. The term probiotic means 'for life' and is derived from the Greek/Latin word 'pro' and the Greek word 'bios'. A yoghurt containing one of these cultures will, in more than one way, be a natural contribution to a healthy breakfast," says Danny O'Regan, who is in charge of Danisco's work with bacteria cultures for dairy and other products.
The first product, to be marketed primarily in Europe and the United States, has been branded HOWARU™ Bifido. The brand name refers to the English phrase 'How are you'. 'Bifido' is derived from the Latin name for this special type of bacteria.
Most things relating to health, or to the workings of the body, tend to be complicated. This unfortunately also includes the scientific names of probiotic strains. Consumers still tend to be confused by these names which can make it difficult for them to distinguish between good strains and less beneficial ones. To help make this distinction a little easier, we have designed the user-friendly brand, HOWARU™.
"We've already introduced HOWARU™ Bifido to a number of large European dairy companies, and the product has been met with noticeable acclaim," says Danny O´Regan.
He expects the series of HOWARU™ cultures to generate sales in the double-digit DKK million range as early as next year.
The market for probiotic supplements is rapidly growing. Last year, the Nutrition Business Journal estimated the US market to have a retail value of DKK 3.1 billion (USD 420 million).
"The National Institutes of Health in the USA has included one of the HOWARU™ Bifido immune studies in its annual publication which highlights significant advances in dietary supplement research. This accolade also highlights the most important benefit of the strain i.e. the high quality immune studies that support it," says Danny O'Regan.
The HOWARU™ range is supported by an informative website.
For further information, please contact: Danny O'Regan, Business Director, e-mail danny.o'regan@danisco.com, phone +49 4661 602 107, mobile +45 2949 3892.
|
