Dairy Crest has entered a new category with the launch of Promovita Daily Shots, a high-fibre digestive supplement in liquid sachets.
Each naturally sweet shot of Promovita contains galacto-oligosaccharides (GOS) derived from the lactose in cow’s milk, which can feed the good bacteria in the lower gut intact, such as bifidobacteria and lactobacilli.
The launch targets a growing number of consumers whose busy lifestyles mean they can’t look after their digestive health in the way they would want.
Neil Stewart, Dairy Crest marketing controller, said: “Many of us are proactive about looking after ourselves through things like exercise and work-life balance, but what about supporting our gut? There is an increasing body of evidence on the importance of looking after gut bacteria.
“Recent research showcased by the BBC suggests that fewer than one in ten UK adults is currently eating enough fibre, the majority of us consuming just 2/3 or less of the recommended 30g daily intake. An 8g serving of Promovita typically provides 2.6g of fibre and 5.3g of the active ingredient galacto-oligosaccharides, which help friendly gut bacteria thrive.
“Promovita is a fast, convenient way to help feed good gut bacteria and give us more of the dietary fibre we need. It comes in handy liquid sachets that can be taken anywhere, at any point in the day, to easily fit consumers’ daily routine, no matter how hectic.”
Promovita is now available in the UK in Ocado, with a launch on Amazon to follow this month. The supplement has a recommended retail price of £12.99 per box of 28 8g sachets.
© FoodBev Media Ltd 2019