Israeli firm launches lactose-free probiotic chewables in Finland
Dorit Kartz, the sales and marketing manager at Maabarot-owned Anlit said each Sana-Sol chew would contain about 2bn DuPont-Danisco Howaru bifidis strains and target children’s gut health.
The products is an extension of Anlit’s exisiting line of chews, but is the first lactose-free. It is estimated about 20% of the Finish population are lactose intolerant.
Sana-Sol will sell in packets of 20 at about €11.
Since being acquired by Maabarot four years ago, Anlit has had an export-focused strategy for its products, which sell in 15 markets, the biggest being South Africa and Poland. It has typically targeted the pharmacy channel in eastern European markets like Poland, Slovenia, Hungary and Belarussia as it is yet to, “work out how to compete with probiotic milks and yoghurts that dominate western markets”.
It has typically targeted the pharmacy channel in eastern European markets like Poland, Slovenia, Hungary and Belarussia as it is yet to, “work out how to compete with probiotic milks and yoghurts that dominate western markets.”
“Our main channels are pharmacies with close work with doctors, however, depending on the market we also appear on supermarkets and health stores,” Katz said.
Euromonitor puts the global probiotic supplements market at about €2bn in 2011, with eastern Europe accounting for about €252m of that, and western Europe, €594m.
