Regulators in Brazil have approved a health claim for probiotic GanedenBC30, creating new opportunities to meet growing demand for products with digestive health benefits.
The Brazilian market offers potential to manufacturers fortifying foods and beverages with probiotics. For instance, a survey of 800 Brazilian consumers in 2019 found that 9% had either used products with beneficial bacteria, like probiotics, over the past six months or would consider doing so.
GanedenBC30 is a spore-forming probiotic ingredient backed up over 25 published papers. This research portfolio enabled Kerry, the makers of GanedenBC30, to submit claims approval documentation to ANIVISA, the Brazilian agency responsible for the regulation of food and supplements.
The claim subsequently approved by ANVISA is “Bacillus coagulans GBI-30, 6086 can contribute to the health of the gastrointestinal tract”. It is approved for use in conventional food and beverage categories for children over three years and adults. In order to be marketed and sold in brazil, all finished products containing GanedenBC30 must carry the new claim, register their product separately with ANVISA, and include all required disclaimer statements on packaging.
Kerry’s 2019 research also found that consumers in Brazil recognised the benefits of the GanedenBC30 brand, and that its claims resonated. When presented with images of products featuring the GanedenBC30 logo, 55% of Brazilian consumers “correctly perceived” that it can promote good digestive health. When give a product description 91% agreed that it was either “completely believable” or “somewhat believable”. Nine in 10 stated they were likely to buy products containing GanedenBC30.
John Quilter, vice-president and general manager for GanedenBC30, said: “Consumers in Brazil are very interested in functional foods and beverages with digestive health benefits, and aware that probiotics can provide them. Our consumer research also shows a high demand for products backed by science, which GanedenBC30 can meet. The volume and quality of evidence supporting its efficacy enabled us to provide the Brazilian authorities with a robust scientific dossier, along with clinical studies.
“As a company committed to research and global growth, we’re delighted that this has resulted in new opportunities for manufacturers. First, brands can offer their consumers a high-quality, science-backed probiotic in an important market. Second, they can leverage the GanedenBC30 brand to differentiate their products and communicate real benefits to consumers.”
The GanedenBC30 spore-forming probiotic is able to thrive in processing condition, making it applicable to be used in most food and beverage applications such as yoghurts, juices, cereals, breakfast bars and snacks with digestive health benefits.