Viva 5 and Probi enter into strategic joint venture to expand probiotic market segments


Viva 5, a nutrient gummy producer, teamed up with Probi, a B2B probiotic specialist, in a strategic joint venture called VivaPro. 

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Viva 5 (Sunrise, FL), a nutrient gummy producer, teamed up with Probi (Lund, Sweden), a B2B probiotic specialist, in a strategic joint venture called VivaPro to provide the global market with novel probiotic ingredients and technologies that effectively support the human microbiome with a focus on digestive and immune health.

VivaPro will focus on exploring, researching, and co-developing products in probiotic-related market segments adjacent to the existing core business areas of the two companies, with an R&D pipeline that includes other probiotic strains, technologies, and applications. VivaPro will leverage a team of R&D professionals that bring extensive industry proficiency and innovation to every project.

“With this strategic joint-venture, we bring together the distinct capabilities of Probi and Viva 5 in order to meet the demand for consumer-friendly applications in areas such as functional food, beverages, and pet health,” said Albert Dahbour, executive vice president, Viva 5, in a press release. Viva 5 already has about 15 years of experience in the probiotic space, being the first company to develop and commercialize a shelf-stable probiotic gummy with demonstrated 3-year probiotic stability.

“This joint venture is an important step in our commercial efforts to address new and attractive market niches,” said Tom Rönnlund, CEO of Probi. “Even in these turbulent times, we see great opportunities to jointly build a successful business based on our longstanding relationship and confidence in our respective abilities to create scientific and commercial success.”

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