Probiotic strain supplier signs deal with Kraft

by FoodBusinessNews.net Staff
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LUND, SWEDEN — Probi will supply probiotic ingredients for Kraft Foods Inc. and its line of LiveActive foods and beverages for digestive health under a license and supply agreement signed April 14.

"We expect the agreement with Kraft to result in a commercial product on the U.S. market within a few weeks, and further news will follow in the near future about this launch," said Michael Oredsson, chief executive officer of Lund-based Probi, a leader in probiotic research that supplies companies that offer functional foods, dietary supplements and clinical nutrition.

"Digestive health is important to many Americans, and Kraft is committed to offering a variety of delicious foods with a digestive health benefit," said Amy Wagner, senior marketing director for LiveActive. "We’re looking forward to working with Probi to develop innovative products to meet this consumer interest."

A biotech company, Probia was founded in 1991 as the result of a research project at the University of Lund. Probi has patented bacteria strains with documented health effects.

In December of 2006, Probi and Danone signed a licensing agreement. In September of 2007, Probi signed a license agreement with NextFoods, an organic fruit juice company based in Boulder, Colo.

Kraft launched its LiveActive line last year.

"With LiveActive, Kraft is demonstrating leadership in the growing digestive health category," Mr. Oredsson said. "Probi’s well-proven probiotics, combined with the strength of Kraft’s LiveActive brand, will be key competitive advantages in the rapidly growing U.S. market for nutritious foods."

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