Clean-label cottage cheese producer Good Culture is moving into a new category with the launch of Wellness Probiotic Gut Shots.
The products combine the probiotics in cultured kefir with functional ingredients like turmeric, matcha, chaga and collagen.
Four varieties are now on sale in the US: pineapple and turmeric, vanilla and collagen, chai and matcha, and chocolate and chaga.
The gut shots start with a base of kefir that supports digestive health. The products are lightly sweetened with sweet potato juice and coconut sugar.
Rich in probiotics and protein, kefir is a cultured dairy product that tastes like a tart, refreshing yogurt, according to Good Culture.
“Probiotic shots are an emerging category, and we saw a void in the space with an opportunity to merge functional ingredients with probiotics,” said Good Culture co-founder and CEO, Jesse Merrill.
“Good Culture is built on the mission to deliver healing foods made with clean ingredients. As we looked to expand our portfolio of pasture-raised cultured dairy products, we wanted to offer an easy, on-the-go way to get your daily dose of gut-friendly probiotics.
“With our kefir shots, we’re excited to provide consumers with an option that is both delicious and functional.”
Wellness Probiotic Gut Shots are now available at Whole Foods Market stores in the US.
Other products in the Good Culture portfolio include organic cottage cheese and sour cream. Earlier this year, the brand closed an $8 million funding round led by Cavu Venture Partners, with significant investment from 301 Inc, General Mills’ new business development and venturing unit.
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