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Probi signs license and supply agreement with Kraft FoodsKraft Foods and Probi announce today a license and supply agreement in which Probi will supply probiotic ingredients for Kraft’s growing line of LiveActive foods and beverages for digestive health. The agreement is a significant milestone in Probi’s growth strategy for the global food market. “We are very happy and proud to announce this agreement with Kraft, our third agreement in the US. As a company, Kraft is well respected and trusted by consumers and is recognized as a leader in its industry. With LiveActive, Kraft is demonstrating leadership in the growing digestive health category. Probi’s well proven probiotics, combined with the strength of Kraft’s LiveActive brand, will be key competitive advantages in the rapidly growing US market for nutritious foods,” says Michael Oredsson, CEO of Probi. “We expect the agreement with Kraft to result in a commercial product on the US market within a few months, and further news will follow in the near future about this launch,” Michael Oredsson went on to say. “Digestive health is important to many Americans and Kraft is committed to offering a variety of delicious foods with a digestive health benefit. We’re looking forward to working with Probi to develop innovative products to meet this consumer interest,” says Amy Wagner, senior marketing director for LiveActive. With the agreement, Probi is further extending its reach on the US market. Foods containing probiotics have become a rapidly growing market in the US over the past year.
“This agreement proves that Probi has a highly competitive probiotic offering which is attractive to major food companies. Probi will continue to drive the booming US probiotics market and further contribute to the global interest. Probi, with its superior knowledge in probiotics, is well positioned to exploit the probiotics opportunities globally,” says Niklas Bjärum, Vice President Marketing & Sales at Probi.
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