Probi® and ProViva celebrate 30 years of tasteful cooperation

In 1994, the first ProViva drink was launched in Sweden, containing Probi's patented live bacteria Lactiplantibacillus plantarum 299v (LP299V®). The 30-year collaboration has proved successful, as ProViva is now one of the top three most popular brands in chilled juice. The 30th anniversary celebrations kicked off on May 7 in Rosendal's garden in Stockholm with a brunch event. In addition to Probi and ProViva's presence, the influencer duo Foodgeekz also participated, who together with other invited guests got to test their favorite flavors of ProViva. 

ProViva was launched 30 years ago and the innovation behind ProViva, live lactic acid bacteria from Probi, is what still makes it unique today. The story began with a research group at Lund University who wanted to investigate whether it was possible to reduce inflammation in the body and support the body's immune system by adding good bacteria. The result was the patented probiotic strain LP299V, which ProViva still uses today, and the first drink on the Swedish market with functional benefits. The blueberry and rosehip flavors were the first to be launched and thirty years later are still among the best-selling flavors in ProViva's range.

We are very proud of the solid research behind ProViva and the strong brand it has become in Sweden. With the 30th anniversary, we want to celebrate the amazing history behind ProViva, but also all the incredible new taste innovations and variants that have been added over the years. All so that as many consumers as possible can find their favorite, says Mette Drakenberg, Head of Danone Sweden. 

Invited to the celebration at Rosendal's garden were about twenty influencers, including the Hammelfelt sisters who are behind the Foodgeekz account. The participants got to listen to one of Probi's founders, Professor Bengt Jeppsson, who in an inspiring way told the story of how LP299V was researched by him and his colleagues at Lund University and then added as an ingredient in ProViva. Event participants also had the opportunity to try some different flavor combinations of the product while enjoying a delicious brunch.

By consuming ProViva on a regular basis, you can help balance the body's natural functions in a tasty and easy way, as we now know that between 70 and 80 percent of the body's immune system is located in the gastrointestinal tract. We at Probi are of course very pleased that our clinically proven bacterial strain LP299V is still used in ProViva today, and that we get to be a part of the 30-year celebration, says Alexia Wilhelmsson, Marketing Manager at Probi AB.

The successful cooperation between Probi and ProViva continues and the 30th anniversary celebrations will last all throughout 2024.

For further information, please contact: 

Fabian Skärvad, Business Development Manager Functional Foods, Probi AB

E-mail: fabian.skarvad@probi.com, Tel: +46 46 286 89 60

Martina Pettersson, Global Marketing Director, Probi AB

E-mail: martina.pettersson@probi.com, Tel: +46 46 286 89 61

About Probi

Probi® is a global company focused exclusively on researching, manufacturing, and delivering probiotics for supplements and functional food. We are experts at managing stable, live bacteria from R&D through every stage of the manufacturing process and are dedicated to making the health-enhancing benefits of probiotics available to people everywhere. Our health concepts, formulations, and formats are supported by robust clinical documentation. Since our founding in 1991 at Sweden’s Lund University, Probi has expanded its operations to more than 40 markets. We hold more than 400 patents globally. Probi had sales of SEK 628 m in 2023. Probi's shares are listed on Nasdaq Stockholm, Mid-cap, and there were around 3,400 shareholders on December 31, 2023.

About ProViva

ProViva is currently available in 16 tasty and fresh flavors, including different variants without added sugar, and with or without sweeteners: all to meet the different needs and preferences of as many consumers as possible. Click here to read more about the ProViva brand