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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.  

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