Premium probiotic for ambient beverages Unique straws will hold convenient dry format, ideal for ensuring the delivery of a highly stable dose of probiotic live bacteria, without requiring chilled sto

ACCORDING to Euromonitor, the global market for probiotic dairy drinks accounted for $10.2 billion in 2007. Asia and Europe are leading, with 54% and 30% respectively of the current market. With $310 million, North America is currently a smaller but fast-growing market with a forecasted 14% annual growth for the next three years. Overall, the market for probiotic beverages is expected to grow by a double digit until 2010. Probiotic dairy drinks are normally available only as chilled drinks, but a partnership between Tetra Pak and Unistraw announced earlier will now make it possible to served these healthy beverages in ambient packages. To exclusively provide probiotics for its internationally patented straw concept worldwide, Unistraw has chosen Danisco, a leading global supplier of cultures. The agreement allows Danisco to market its "HOWARU" premium probiotics in the unique delivery system. The award-winning straw concept from Unistraw will allow consumers to sip a probiotic daily dose with any of their favorite beverage. Currently, probiotic beverages are chilled dairy-based drinks as well as smoothies or fruit juices.

Daily dose

Unistraw stores the probiotics in the straw in the form of dry, stable "UniBeads", which are held in place by filters at both ends of the straw and dissolve as liquid is sipped through it. With this method, probiotic beverages need no refrigeration and have a shelf life of up to 12 months. "We are looking forward to launching the HOWARU Probiotic Straws to provide our beverage and milk customers with a new solution addressing customers demands on gut health and improvement of natural defenses," said Fabienne Saadane-Oaks, president, Danisco BioActives. "The HOWARU Straws are proving to be a convenient dry format, ideal for ensuring the delivery of a highly stable dose of probiotic live bacteria, without requiring chilled storage or distribution." Backed by numerous clinical studies, HOWARU probiotics have shown beneficial effects in the areas of gastrointestinal health, well-being, immune system modulation and improvement of natural defenses. More recent scientific evidence has demonstrated the ability of these probiotics to maintain respiratory health in children with "HOWARU Protect" or restore a well-balanced gut microflora after antibiotic treatment with "HOWARU Restore". Unistraw recently joined forces with the leading packaging manufacturer Tetra Pak to introduce the new on-pack probiotic straw on its aseptic packages. "Unistraw is delighted to partner with two great global companies in Danisco and Tetra Pak," says Tim York, managing director, Unistraw, "These two partnerships allow us to ideally complement our range with new well-documented health functionalities and open up new channels to market via Danisco's global sales force and Tetra Pak technical collaboration." Danisco and Unistraw expect the first HOWARU straws to be launched by mid 2009.Nike Air Flight Huarache