Lactalis

Bottling it? Probiotic marketing is banned in the EU based on the opinions of 'ill-equipped' experts, according to professor Reid. © iStock

Probiotics expert: 'Disband EFSA' and end destructive category confusion

By Lynda Searby

A leading probiotics academic has called for EFSA to be “disbanded” saying that the effect of the EU’s central food science agency’s treatment of probiotic claims has been “confusion in Europe”, and that the EU could learn from the Canadian approach to...

'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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