January 13, 2009
How Do You Feel About Probiotic Product Naming?
Some naming and branding challenges are obviously more complicated than others. The naming of products containing probiotics - bacteria that supposedly acts as health boosters - seems to be a particularly difficult task.
According to a recent Wall Street Journal article, last year there were 231 new probiotic-containing products introduced to the market, up from 34 in 2005. Consumers have clearly caught on that this stuff is apparently good for you, despite inconclusive research findings.
Even with an understanding for the product benefits, selling bacteria, even good bacteria, to people has to be difficult. This is stuff that sits in your intestines. It's kind of gross when you really think about it.
The product naming does little to dissuade this disgust.
Yovation ice cream, DanActive yogurt and Evolve Kefir Probiotic Soda seem like names brought to us from other countries. Purina's Fortiflora for dogs, which helps with good "gut flora," doesn't sound much better.
There's also a GoodBelly probiotic fruit drink, which is a name that is just hard to love. It's almost as bad as Dancing Daisy probiotic milk.
Pop Culture probiotic bars, however, are intriguingly named, not least because the name plays on the word culture, as in cultured bacteria. Interestingly, one of the top probiotics out there is called Culturelle.
I'm thinking that if we are going to make probiotic products more mainstream, the product names are going to need a little more work.
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