Idea Center
Case Study

Delivering on Consumer Expectations for Optimal Nutrition in Breakfast Foods

Since their launch nearly 20 years ago, thinkThin® has been committed to making protein-rich foods that are as nutritious as they are delicious. Founded in 1999, the company was created with the philosophy of creating nutritional food that supports wellness. “We believe in eating well and consistently delighting people with delicious, protein-rich, good-for-you foods, because what you put into your body affects what you get out of your day,” said Michele Kessler, thinkThin CEO.


With this philosophy in mind, thinkThin saw an opportunity to meet the growing demand for probiotic-enriched foods that offer health and wellness benefits. “Probiotics are becoming increasingly popular with consumers who recognize their benefits. But, what we felt was missing in our product list was a nutritious breakfast option which combined the benefits of protein and probiotics,” said Kessler.

Product Extension With Hot Oatmeal Cups

ThinkThin had an existing relationship with BC30™ (Bacillus coagulans GBI-30, 6086) due to the use of the probiotic in their Protein & Probiotics Powder. With this relationship already established, thinkThin worked with BC30 to create a line extension of their hot oatmeal cups. What was developed was thinkThin Protein & Probiotics Hot Oatmeal. This premium line of oatmeal includes whole rolled and steel cut oats with red quinoa and chia seeds and is packed with protein for muscle support, probiotics to support overall wellness, and fiber to help support digestion.

- Michele Kessler, thinkThin CEO
"BC30 was a natural fit for expanding our product line."


“Throughout our product development efforts, the Kerry and BC30 team has been an extremely knowledgeable and helpful partner, providing ingredient expertise along the entire process,” added thinkThin CEO, Michele Kessler.


BC30 was a natural fit for the new hot oatmeal cups because it is stable throughout storage, most manufacturing processes, transportation and even during the microwave and hot water preparation of the oatmeal, ensuring that the bacteria will reach the intestines alive, so that they can do their work.

thinkThin Protein + Probiotics Hot Oatmeal

The new thinkThin probiotic fortified oatmeal cups are available in three different flavors: Cinnamon Almond, Maple Pecan and Blueberry Harvest. Each cup delivers 1 Billion CFUs of BC30 probiotics, 10 grams of protein and 6 grams of fiber.

Launched in July 2018, thinkThin showcased the Protein & Probiotics Hot Oatmeal Natural Products Expo West, where consumers were enthusiastic about the new product. Retailer response has been positive, with early adoption by leading retailers such as Walmart.

“BC30 was a natural fit for expanding our product line and complementing the benefits of our protein oatmeal cups because of its benefits on overall wellness,” said Kessler. “We are excited to offer consumers a product that not only tastes great but offers them the nutrition they are seeking.”


Want to include BC30 in your food or beverage product? Contact us.