Chr Hansen Re-Configures Probiotic Supplement Line

HORSHOLM, DenmarkChr. Hansen has re-launched its probiotics offerings for the dietary supplement, infant formula and pharmaceutical industries to emphasize the supporting science behind the ingredients. The lines new tagline will be Probio-Tec® when science matters. The reconfiguration of this segment is in response to what the company said was increased focus on documentation and other key aspects of science among customers, authorities, consumers and other central stakeholders.

Over the past few months we have thoroughly analyzed the probiotic market place and our own position in it, said Charlotte Beyerholm, marketing manager of Chr. Hansens  health & nutrition division. The purpose of the analysis was to scrutinize and improve the global promotion of our probiotics.

The Probio-Tec line features eight strains with documented effects on gastrointestinal, immune, women's and infant health. The company noted these products are characterized by four criteria: documented effect, documented stability, proven safety and multiple applications.