The two firms announced recently they have developed a probiotic-enhanced carrot juice.
Women in their 30s to 50s and concerned about their gastrointestinal and overall health are the main target audience.
Sold under Nomura’s “My Flora” brand, the probiotic-enhanced carrot juice is currently available in supermarkets across Japan, including Costco.
Although Japan can be considered a mature probiotic market, most products are available in either supplements or dairy drinks format.
The “plant-based” probiotic drinks market, however, is a smaller category in comparison.
As such, the company believes there is room for growth for the plant-based probiotic category and hence, the reason for developing and launching the product.
“Japan is a mature market where many probiotic products are already on the market, such as yogurt, lactobacillus drinks, and probiotic supplements.
“However, there are still few plant-based probiotic products on the Japanese market,” said Chiaki Yamakawa, general manager of marketing, Nomura Dairy Products.
Probi, on the other hand, believes that convenience, consumer-friendly formats are options for cracking the Japanese market that is already well-acquainted with fermented products.
“We see the Japanese market as a unique and exciting opportunity. With a long-standing culture of fermented foods and a strong appreciation for scientifically supported health solutions, Japanese consumers are very knowledgeable.
“To meet the high market expectations, we focus on delivering clinically documented probiotic strains in convenient, consumer-friendly formats, such as fermented juices that combine health benefits with a sense of indulgence.
“By highlighting our robust clinical evidence, aligning with local health priorities like digestive, immune, and mental wellness, and building trusted local partnerships, we want to bring meaningful value to Japanese consumers,” said Amy Lau, marketing manager, Probi APAC.
What’s in the product
Known as My Flora probiotic-enhanced carrot juice, the product contains more than 100 billion live Lactiplantibacillus plantarum 299v in a daily serving of 100ml.
Lactiplantibacillus plantarum 299v (LP299V) was isolated from healthy intestinal mucosa and is a trademark strain by Probi.
So far, the strain has been studied in more than 80 clinical trials encompassing several health areas, from gut to metabolic health.
It is also one of the two strains that Probi is focusing on for supporting metabolic health. The other strain is Lacticaseibacillus paracasei 8700:2 (Lpa8700:2).
Probi said it would focus on expanding the use of the LP299V strain into more product formats and regional markets, especially those with growing consumer interest in managing metabolic health.
“With metabolic health becoming an increasing concern globally, we see great potential for LP299V to support cardiovascular health and overall metabolic function.
“Probi has also studied other scientifically supported strains, such as Lactiplantibacillus paracasei 8700:2 (L.paracasei 8700:2®), that can work in synergy with LP299V or be another stand-alone-solution," said Lau.
On the other hand, Nomura said there were plans in increasing the variety of flavours of plant-based lactic acid bacteria drinks containing LP299V, as well as plans in developing products for pets.
