The product is formulated with Lactobacillus paracasei CNCM I-1572 or LP-DG, plus vitamins D, B1, B6, and B12. The primary approach to the consumer is via the brand’s website and all sales are now directed to Amazon, said Gregory Bonfilio, President & CEO of SOFAR Americas, Inc, the company behind the brand. The product is also available in a few retail and online stores, he added.
The probiotic LP-DG is kept stable and effective for years without refrigeration in a sealed aluminum blister within the cap. This DryCap technology was created by Chr. Hansen and SOFAR has the exclusive position for dietary supplements from Chr. Hansen in North America. When the top of the cap is pressed firmly down, one billion live and active LP-DG cultures are released into the liquid shot, which already contains the vitamins and natural flavors.
“Considering the health challenges we are all facing this year and as the maker of the most advanced probiotic product in the market today, Innovia has worked tirelessly to bring a specifically formulated kids formulation to U.S. families, combining an extremely well-researched probiotic strain containing liquid vitamin nutrients with a fun, fresh and delicious way to ingest,” said Bonfilio. “Our micro-shot system is loved by kids because they can help ‘make’ their probiotics, just before enjoying a sip of sweet nectar.”
Innovia KIDS follows Innovia Digestion and Liquid Fiber for adults into the market. All the products are formulated with LP-DG.
“The launch of Innovia Probiotics in the United States is a marathon, not a sprint,” Bonfilio told us. “As with any product launch, momentum needs to build, just as it did in Italy - taking 3-4 years to become fully established, and now we are Italy’s no. 1 digestive health company.
“While we've performed modestly since 2017, and experienced some supply chain and trademark challenges, we're expecting to see a steep uptick following the launch of our KIDS probiotic. We are focused on brand recognition and product availability - so we anticipate Innovia becoming a more widely recognized household staple in the coming months.”
LP-DG is a popular probiotic strain known for its ability to improve digestive health by restoring beneficial gut microflora and supporting a healthy inflammatory response. The strain has been studied in nearly 20 human clinical studies to be safe and effective for a variety of human health conditions, said SOFAR.
All Innovia Probiotics brand supplements are dairy-free, gluten-free, soy-free, vegetarian, and free of all synthetic colors and artificial flavors. Innovia KIDS is also non-GMO.