Probi agreement opens American market for health foods
Probi has signed a license agreement with NextFoods for the American market regarding launch of a Functional food product containing Probi’s probiotics. The organic fruit juice range will be launched as shots with substantial investments in marketing during the spring of 2008. Probi is guaranteed a royalty of USD 1.5 million in 2008-2009.
NextFoods will be making significant investments in marketing and developing the new LP299v juice shot product line over the coming two years. The shots will initially be launched in 1,500 natural products and natural food grocery stores, followed by a national launch to US grocery retailers. NextFoods estimates that up to 25% of the US population suffers from functional gastro-intestinal disorders and could benefit from incorporating Lp299v into their life. The agreement guarantees Probi USD 1.5 million during 2008-2009 and covers the period up until 2015.
"Based on the clinical evidence, we believe Lp299v is the superior Probiotic strain for supporting a healthy gastro-intestinal system," says Steve Demos, Co-Founder and Chairman of NextFoods. "The US consumer is beginning to understand the benefits of Probiotics and we expect that our products containing Lp299v will be very successful." Mr. Demos went on to say. Steve Demos, a well established leader in the US Natural Products and Organic food industry, founded WhiteWave Inc., where he launched and grew Silk soymilk into the largest selling soy brand in the world.
“We see significant potential in this agreement. NextFood’s founders has successfully developed and marketed new, innovative and healthy foods. NextFood’s management has high credibility on the American health food market, which reinforces the chances of a successful launch,” says Michael Oredsson, President of Probi.
Boulder, Colorado-based NextFoods has a philosophy similar to Probi’s founded on delivering functional food products offering benefits as promised. The new products and the product label will be launched at Natural Product Expo East in Baltimore this week.
For further information, contact:
Michael Oredsson, President, tel: +46 (0)46-286 89 23 or +46-707-18 89 30, e-post: michael.oredsson@probi.se
Per-Ola Forsberg, executive VP, tel: +46 (0)46-286 8926 or +46 (0)73 344 8384, e-mail: per-ola.forsberg@probi.se
Todd Beckman, COO, tel: +1 303 241 5481, e-mail: todd.beckman@nextfoods.net