Earlier today, Wladimir Chapiro announced the launch of ProBLife – the new Probiotic Beverage and Chocolate Drop products – which have been in technical development since 2011. The main aim is to help bring the real benefits of probiotics to consumers around the world by overcoming the two biggest challenges faced by those seeking to gain the real benefits of probiotics, but ProBLife is doing this, with a difference.
Chapiro, Founder & CEO at ProBLife, says: “We wanted to try something new with ProBLife. Anyone familiar with the Functional Foods market will probably have noticed how everyone else seems to use manufacturing and transportation process that result in large quantities of the so-called “good bacteria” simply dying off in transit between manufacture and consumption. This is a problem because good products that leave the production facilities with billions of viable probiotic stems may have drastically reduced bacteria counts by the point of consumption.”
So as a welcome breath of fresh air, ProBLife has worked to combat these challenges in two ways. Firstly, by storing the probiotics dry in the cap of the beverage. This simple intervention in the traditional delivery method ensures there is no degradation during transit. It’s like the probiotics are asleep, awaiting activation when the consumer decides to drink their beverage. The second intervention from ProBLife comes if their stem selection. Many manufacturers are working with cultures that struggle to survive the harsh, acidic environment of the human stomach. In contrast, thanks to careful selection of highly resistant Lactobacilus Bulgaricus stems, the cultures in ProBLife are naturally resistant and better prepared to transit through the stomach to the intestine where they can begin to colonise and benefit the body.
Chapiro, a former Lehman Brothers investment banker, explains that he was inspired to commit to producing the healthy beverage having learned about probiotics from a fellow traveller on a near-fatal journey. He had been seconds away from landing as normal at Moscow’s Domodedovo airport on January 24, 2011 when a terrorist bomb ripped through the terminal, killing 37 people. Unable to land, his plane was forced to regained altitude and returned to Vienna. But he says it was this strangest turn of events that resulted in him engaging in a life-changing conversation with the probiotic scientist who happened to be travelling beside him in the adjacent aeroplane seat.
Inspired by learning about the multiple benefits probiotics could bring, but frustrated by the way that traditional yoghurts and beverages were limiting the realisation of the potential of the science, Chapiro threw himself into learning all the details and meeting the experts working to bring the real benefits to people around the world. His quest took him to Bulgaria, where his discovered the history behind the world famous Lactobacilus Bulgaricus stem. These unique bacteria exist only in this part of Bulgaria and had attracted the attention of another pioneering Russian a little over 100 years earlier. Elie Metchnikoff had initially hypothesised the importance of bacteria in the gut in 1907. A century later, Chapiro was frustrated that the benefits of probiotics seemed to be so plentiful, yet so many years later, the current products were still failing consumers by promoting the benefits, but frequently failing to deliver them because they were relying on flawed and ineffective delivery mechanisms and product formats. Following in the footsteps of Metchnikoff, Chapiro created ProBLife to innovate pioneering probiotics solutions to overcome the barriers to bringing the benefits of probiotics to the world’s consumers. With the launch of ProBLife, the real benefits can finally reach and improve consumers’ lives.
Speaking in Vienna, Chapiro also said “We want to give our customers the promised benefit of probiotics. All of the upsides without the downsides. With ProBLife, they have a fresh new possibility. We want them to feel confident that they are genuinely getting the benefits they are paying for. That’s what ProBLife products are about. Whether its our innovative probiotic beverage, our benefit sachets or our indulgent ProBLife Chocolate Drops, we’re excited to bring something genuinely better to the market. It’s taken nearly seven years. Trying something new is always a risk, but it’s a risk we believe is worth taking.”
The idea was born on that plane ride back in 2011. ProBLife began trading in late 2016 and now has offices in Sofia, Vienna and London. Since Day 1 it has always aimed to produce pioneering probiotic solutions. And this isn’t the first time Chapiro has defied convention. In the early days he was repeatedly told it was impossible to achieve the cold solubility he needed for the drink to work. Refusing to believe the so-called experts he pushed on, finally achieving today’s formulation after months of painstaking laboratory work. And he’s started to surround himself with a team of other believers. In 2016 he brought on board international food marketing expert, Sam Waterfall to head the global brand design, marketing and communications. Waterfall is no stranger to the world of Functional Food having consulted with many of the world’s leading food companies across the last decade. He commented, “After 10 years as a specialist food marketing consultant it took something remarkable to make me stop and join a start-up. But that’s precisely what ProBLife is – remarkable. The beverage and the chocolate drops have been greeted with excitement everywhere they’ve been presented. It’s an idea that just makes sense to consumers and businesses alike. And what’s more, because we’re working both with our own consumer brand and with B2B partners, not only are we pioneering breakthrough products, but we’re also working with major brand owners and food manufacturers worldwide. ProBLife is providing the product and brand development and the marketing guidance to ensure our partners enjoy successful launches in every country.”
ProBLife is set to launch September 2017. The company is working with brand owners and retailers worldwide to launch with local brands. To find out more or to enquire about distribution or partnership opportunities in your market, visit http://problife.com
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