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Using their Gut Instincts

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Rising consumer health consciousness in recent years has boosted the demand for functional beverages because of their potential to reduce the risk of health issues and boost overall wellness. In the midst of this growing awareness, dietary fiber has become a large part of this category for its potential to support digestion, immunity, coronary artery health, glucose metabolism, cholesterol reduction and blood lipid regulation, experts notes. Along with fiber, ingredients such as prebiotics, probiotics, and postbiotics are resonating in functional foods and beverages.

Holly McHugh, marketing associate at Niles, Ill.-based Imbibe, says demand for beverages with gut-friendly ingredients such as probiotics, prebiotics, and other types of dietary fiber are growing.

“There’s been a log of hype from researchers media and lifestyle bloggers about the importance of a healthy microbiome for overall well-being,” she says. “This has generated substantial demand for products that aid digestion.

Read the full article in Beverage Industry.

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