Communicating Probiotic Benefits to U.S. Consumers.

The article discusses the benefits of the probiotic dairy products. Every company manufacturing probiotic culture-containing dairy foods should be educating consumers about the benefits of consuming probiotics. Mary Jo Viederman, founder of Living Out Loud Communications, urges marketers of probiotic-containing dairy foods to do three things. First, create a packet of materials that describes, in consumer-friendly language, the tangible benefits identified from clinical studies. Second, engage a professional to endorse the product. Third-person testimonials go a long way. The professional can be a celebrity or sports star. Registered dieticians and pediatricians are great, too. The third step is a little more challenging because it is constant work.