US dairy brand Good Culture has launched organic shots combining the efficacious probiotics in cultured kefir with functional ingredients like turmeric, matcha, chaga mushrooms and collagen. The release marks the next chapter for the cultured foods brand that first entered the dairy aisle with clean label cottage cheeses and probiotic sour creams. Wellness Probiotic Gut Shots are US Department of Agriculture (USDA) organic approved and tap into the lasting industry trend of gut health.

Probiotics’ NPD continues to be an area of interest for consumers and industry is responding with more innovative applications. The need for convenience in consumption also influences the space, with easy, on-the-go formats being popular among consumers. Good Culture’s new launch touches upon these trends and adds one more – that of functional natural ingredients. Trending ingredients such as turmeric and collagen offer added nutritional value and a more holistic appeal.

“Probiotic shots are still an emerging category and we saw a void in the space with an opportunity to merge functional ingredients with probiotics. 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 a convenient way to get your daily dose of gut-friendly probiotics,” says Jesse Merrill Co-Founder and CEO. “With our kefir shots, we seek to provide consumers with an option that is both delicious and functional.”

Good Culture has launched organic shots combining probiotics with functional ingredients.Trending functional ingredients claiming to be good for gut health include kombucha, kefir, fermented foods and drinking vinegar. The company has harnessed kefir’s fermentation benefits to fortify the shots with probiotics. “Rich in probiotics and protein, kefir is a unique cultured dairy product that tastes like a tart, refreshing drinkable yogurt,” Good Culture says.

The new gut shots start with a base of pasture-raised kefir that supports digestive health and boosts immunity while rebalancing gut flora and improving digestion for superb wellness. The 50 billion live and active cultures are what give Good Culture’s kefir its gut-friendly strength. Good Culture’s newest product is lightly sweetened with sweet potato juice and coconut sugar (offering lower glycemic index than traditional sugar) and contains no synthetic hormones, preservatives, gums, nor anything artificial.

Good Culture Wellness Probiotic Gut Shots are available in four varieties: Pineapple + Turmeric to support brain function and joint health; Vanilla + Collagen to strengthen hair, skin and nails; Chai + Matcha to create calm, focused energy for mind and body; and Chocolate + Chaga to boost energy and deepen immunity.

Continuing with a real food and simple ingredient approach is a top priority for the “disruptive company” that aims to make healing, real foods available to the masses without hurting the planet or animals. Good Culture says it is dedicated to using only the finest, whole ingredients to craft its superfoods. In addition, Good Culture is committed to sourcing its milk from pasture-raised cows on sustainable family-owned farms. Wellness Probiotic Gut Shots will be available at Whole Foods Market stores across the US in November.

Probiotics’ popularity shows no sign of slowing down. Recently, a Kerry-endorsed study found that a large proportion of international consumers now understand the role of probiotics in digestive health, with numbers ranging from 56 percent of Chinese consumers to 79 percent of US respondents. However, much of this information is coming from unchecked sources on the internet, meaning consumers are vulnerable to “fake news” and other malicious content. Despite this, the gut-boosting ingredient maintains its upward motion in NPD