Probiotics Heat Up Sales for MELT Organic Butter
With today’s consumer demanding alternatives to traditional dairy products and hydrogenated fats, it’s no surprise that MELT Organic is experiencing such success in the marketplace.
MELT was born from an authentic need when Cygnia Rapp (founder, parent company Prosperity Organic Foods) had to give up butter and other dairy products due to digestive disorders. Finding no acceptable butter substitutes that delivered great taste in a nutrient-rich spread, she combined virgin coconut and flaxseed oils in the company’s flagship product. “MELT Organic is a luscious butter improvement that is truly good for you, because it is rich in medium chain fatty acids and boasts the highest omega-3 content in the category. Each variety in our line of buttery spreads and sticks is made from the Perfect Blend™ of ‘good fats’ featuring fair trade, organic virgin coconut oil carefully combined with other dairy-free, organic ingredients,” says Meg Carlson, president and CEO of the Boise, Idaho-based company.
Give the People What They Want
When the company was researching the marketplace to determine how it would expand its product line, offering a probiotic SKU made perfect sense, explains Carlson. “Research among health-conscious shoppers confirms 70% prefer to consume probiotics in food rather than as a supplement, and more than 40% show purchase interest in new products supporting immune health in the dairy aisle,” she explains. “Combining probiotic BC30™ (Bacillus coagulans GBI-30, 6086) with our already ‘good-for-you’ Rich & Creamy MELT Organic Buttery Spread delivers a winning spread for digestive health.”
Possible Claims
By simply adding BC30 to its products, MELT now has a bevy of possible health claims it can use on its packaging such as:
- Probiotic MELT Organic Buttery Spread supports digestive health and a healthy immune system when consumed as part of a balanced diet and healthy lifestyle.
Probiotic MELT Organic Buttery Spread
Probiotic MELT Organic Buttery Spread was launched in January 2016. Consumers and retailers are excited about a probiotic MELT option that enhances the flavor of the foods they love while delivering probiotics safely and deliciously, according to Carlson. “Retailer response has been enthusiastic with early adoption by leading retailers like SuperTarget, Harris Teeter, Albertsons/Safeway, Central Markets and PCC. Sales are spreading across the country in conventional, mass, natural and specialty channels.”
In what can sometimes be a difficult process, MELT’s road to creating a new probiotic offering was smooth. “The BC30 team is great to work with from management, to sales, to R&D. We are building a strong partnership for the future,” says Carlson. “We are actively working on additional opportunities for the MELT Organic new product pipeline.”
For more information on the launch, visit the MELT website.