Children's gut health targeted by Israeli firm

By Nicholas Robinson

- Last updated on GMT

New children's supplement launch
New children's supplement launch

Related tags Brand management

Teddy bear shaped probiotic supplements have been launched by Israeli-based Anlit for children in South Korea.

The new Anlit supplement is vanilla-flavoured and will go on sale in Costco stores within South Korea under the Cenovis Kids brand.

Joo Yuen Park, Cenovis brand manager, says: “We chose to work with Anlit since it has unique dietary supplement solutions designed for children.”

The global probiotic supplement market has grown by 13% in the past year, according to Anlit vice president of marketing and sales Shai Karlinsky.

Leading positioning

“The leading positioning for global probiotic supplements tracked in 2014 were: digestive/liver health, immune health and children’s health,”​ he adds.

Cenovis Kids’s probiotic is customised for children aged two years and up. It is gluten-free, sugar-free, easily chewable and produced with Anlit’s proprietary microencapsulation technology that overcomes taste and texture challenges, according to Anlit.

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