Following its debut in the US last September and subsequent roll-out in European countries like Germany and Czech Republic, BioGaia’s Prodentis Fresh Breath was introduced in China—the first market in Asia-Pacific (APAC)—in Q4 2025.
The supplement is made with a combination of two patented probiotic strains, L. reuteri DSM 17938 and L. reuteri ATCC PTA 5289, as well as zinc gluconate, xylitol, and isomalt to tackle halitosis (chronic bad breath) and support healthy teeth and gums.
According to Hok Ting Yau, Regional Director – APAC at BioGaia, one of the main reasons for launching Prodentis Fresh Breath via cross-border trade is due to fast market access and the ability to test response for new products.
“Cross-border trade is an important strategic part of BioGaia’s sales in China. It is a type of e-commerce, but the difference is that the products are registered abroad and sold to China via a bonded warehouse. Products sold via this channel are not registered officially in China, so it allows much quicker access into the market,” he told NutraIngredients.
“However, the con is that we cannot market it offline. Since Prodentis Fresh Breath is a new product, we are putting in quite a lot of effort into communicating online and educating consumers about the science behind our ingredients combination. For those who have tried it, the reviews have been very positive so far.”
Hold your breath
Hok added that the oral health market in China has been showing double-digit growth every year, with halitosis becoming an increasing concern as the perception of bad breath has been amplified due to the common usage of masks since COVID-19.
In particular, probiotics for oral health is one of the fastest-growing subcategories within the probiotics space.
“From our experience, halitosis is one of the most common conditions asked during oral clinic consultations. Yet there is still lack of a satisfactory solution for this. Therefore, Prodentis Fresh Breath presents a great opportunity in the market,” Hok said.
“Probiotics for oral health is something that we’ve been doing for the past 10 years. Our flagship product, Prodentis, is one of the earliest products for bad breath. In the past five years, we’ve seen quite a few competitors coming into the market.”
BioGaia’s goal is to become a top-of-mind clinically proven probiotic product, which effectively addresses this social stigma, among both consumers and healthcare professionals across Asia.
Beyond China, the company observed that the oral health market is taking off in multiple countries in the region, including South Korea, Japan, Taiwan, and Vietnam.
“Recently in February, we launched Fresh Breath in Korea. We are discussing with our distributors from Malaysia about bringing the product there and possibly Singapore, too. We’re also registering it in Vietnam.”
Mechanism of action
Prodentis Fresh Breath is said to improve bad breath via two complementary mechanisms—zinc provides instant relief by covalently binding to volatile sulfur compounds (VSCs), neutralizing their odor immediately, while L. reuteri probiotics offer sustained effects of reducing oral malodor and promoting a healthy, balanced oral microbiota over time.
It comes in a lozenge format with “natural” mint flavor that gives a cooling sensation.
“Many mouthwashes contain chemicals that wipe out the good bacteria along with the bad bacteria, leaving the microbiome out of balance. Prodentis Fresh Breath reinforces the oral microbiome with probiotics to stop bad breath at its source and promote optimal whole-mouth health,” Hok said.
“In fact, 91% of participants in a controlled panel test reported instantly fresher breath, confirming the product as a fast-acting, well-accepted, and reliable solution for fresh breath.”
