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'Regulation is important – but positioning needs work too. Probiotics need to be seen as the product for millennials,' says Euromonitor International. © iStock.com / ViktorCap

Special edition: Microbiome metrics & advances

Probiotic firms must refresh ‘mumsy’ marketing

By Annie Harrison-Dunn

Probiotic players must engage the so-called millennial generation if they are to avoid being jostled out of the health yoghurt aisle, says Euromonitor International.  

Spotlight

Getty/Sakorn Sukkasemsakorn Rural politicians cast doubt on climate targets as they plead: ‘Have faith in our farmers’ "Not only is yogurt a valuable source of important nutrients, it's also incredibly versatile," said Amanda Blechman, registered dietitian and Director of Health and Scientific Affairs at Danone North America. Image: Getty/Tetiana Radachynska FDA ruling unlocks the first ever qualified health claim for yogurt Getty/racheldonahue Reckitt Mead Johnson found 'negligent' over baby death - expert legal view A breakfast staple, yogurt is increasingly being used in novel ways. Image: Getty/FreshSplash Yogurt on toast? Consumers are getting more creative with use occasions, Onken says If they discover symptoms, farmers are asked to contact their vet and isolate any sick animals from the herd. Image: Getty/Monty Rakusen From permits to quarantine: What’s next for US dairy farmers in the bird flu outbreak? Getty/Jacob Wackerhausen B2B partnerships ‘crucial’ to drive down carbon emissions in dairy - ING

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