M&S launch full range with Danisco HOWARU product

This new probiotic range is the outcome of the partnership between two companies that are both setting industry-leading health standards, one in food ingredients, the other in food retailing.

Marks & Spencer has added Danisco’s HOWARU Bifido probiotic range to all its yoghurt and smoothie range. Pre-tested in October 2005, the full range is now available in all Marks & Spencer’s outlets.

“This new probiotic range is the outcome of the partnership between two companies that are both setting industry-leading health standards, one in food ingredients, the other in food retailing.”, says Patrick Veau, Danisco Cultures Global Dairy Director.

“Including HOWARU Bifido in all our yoghurt and smoothies is part of our overall effort towards encouraging customers to eat more healthily, says Claire Hughes, nutritionist for Marks & Spencer. "We selected Danisco as our partner for probiotics as they provide top quality strains and HOWARU Bifido, which is exclusive to Marks & Spencer for the UK, and has been substantiated with clinical trials", Claire adds.

As part of its probiotic offer, Danisco provides a unique turnkey probiotic marketing concept. The HOWARU concept is based on highly documented probiotic strains, such as HOWARU Bifido that has been specifically selected for its recognized immunemodulating properties or HOWARU Acidophilus that have long-proven its efficacy on gut health. The concept also comprises a consumer-friendly brand and logo supported by a global consumer educational and promotional programme.

Following the launch of product ranges in South Africa and Slovenia, it emerged in September 2005 that BAKOMA, one of the leading dairy companies in Poland, would launch a new range of probiotic yogurt drinks with HOWARU probiotic cultures. Available in plain and strawberry flavors, the range is co-branded BACTIV – HOWARU. “We wanted a premium well-documented probiotic strain to clearly position our new range of health-related yoghurt drinks as a benchmark,” says Krystyna Kotecka from Bakoma, “Danisco brought us not only a strain with many clinical surveys to support our health claim but also the HOWARU brand which is appealing to young people, one of our key target groups.”