Good Times

While the world of probiotics is still a small one in the United States, there is one brand that is making strides with its non-dairy, probiotic juice drink that consumers are discovering for its functionality.

GoodBelly, a product of NextFoods, based in Boulder, Colo., is formulated with Lactobacillus plantarum299v (Lp299v), one of the most intensely studied probiotic cultures available on the market, the company says, and promotes digestive health. This year, GoodBelly is expanding into mainstream retail locations nationally as the product line finds itself attracting a more mainstream consumer. GoodBelly CEO, Alan Murray shares how the brand is gaining ground.

BEVERAGE WORLD: How has GoodBelly gained a following?
ALAN MURRAY: The main thing is people really feel the effect. We get daily e-mails and calls from people saying how much it has changed their lives. There is a very active online community talking about GoodBelly.

BW: How are consumers learning about this brand?
MURRAY: We get a lot of people coming to us through Facebook. The main vehicle through which they get to us is through our 12-day challenge, where we offer people to take the product for 12 days with a money back guarantee. We find that about 83 percent of the people who try the product tell us that they can feel the effect.

BW: What’s in the pipeline for 2012?
MURRAY: It’s a combination of other flavors because people love the variety; there might be one or two surprises in there. We are going at a hell of a rate and we want to keep that up. First quarter our main line of products is up more than 60 percent, so that’s healthy growth in the beverage industry. 

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