CRN launches its retailer and consumer education campaign on probiotics

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The Council for Responsible Nutrition (CRN; Washington D.C.) launched Probiotics: What’s Inside is Alive, a campaign that educates retail buyers and customers about probiotics, helps retail buyers better curate their offerings, improves retailer handling including storage, and informs customers about their benefits. The campaign was developed in collaboration with its Probiotics Working Group (PWG).

“CRN is an industry leader for advancing education around dietary supplements,” said Andrea Wong, PhD, senior vice president of scientific and regulatory affairs at CRN, in a press release. “As these live organisms continue to grow in popularity, CRN will expand educational resources for the retail community to ensure consumers have access to high quality and beneficial probiotics.”

The initial launch includes an educational infographic and video designed for retail buyers, as well as a retail buyer’s guide that provides information about labeling probiotic identity, quantity, and viability; best practices for storage and handling; and various benefits of probiotics, consumer usage data, and other need-to-know information. 

“Probiotics supply a wide variety of health benefits,” said Jeremy Bartos, PhD, chair of CRN’s PWG and senior vice president of research and development at MeriCal, in a press release. “Emerging science is revealing how different probiotic species and strains perform unique biological activities that affect different systems in the body, including digestive, cognitive, immune, and cardiovascular, among others.”