Probiotics head south
Belgrade/Lund – Swedish developer of probiotic bacteria Probi AB (Lund) has signed a distribution agreement with Serbian pharmaceutical company Proton System (Belgrade). The agreement gives Proton System the right to sell one of Probi’s bacterial dietary supplements in Serbia, Montenegro, Croatia, Macedonia, Bosnia-Herzegovina, Albania, Slovenia and Hungary. Proton System has already placed an initial order worth approximately €95,000 for fruit drinks based on Probi’s Lp299v bacteria, which improves iron uptake in the gut. “Proton System has a very good network in the region, and this will allow them to handle the important issues of registration, distribution and marketing in a fast and efficient way,” says Probi CEO Michael Oredsson.
The deal is part of a wider marketing campaign from one of the largest companies carrying out research on probiotic bacteria. In July, Probi closed another deal for Poland with Sanum Polska, a subsidiary of German Sanum Kehlbeck that markets “bacterial immune modulators,” just a few weeks after signing a similar agreement with Kraft Foods (US) for digestive health foods. According to the company, pharmaceuticals and food supplements are expanding rapidly due to a boost in consumer demand from different age groups.