Leading the "Probiotic Food" group standard Ketuo Biological to leverage the hundreds of billions of probiotics market

The survey shows that China's probiotics industry is in a stage of rapid growth, and consumer demand continues to expand . However, in the market, probiotic products are mixed, and many consumers cannot find the strain number after buying the product . In fact, not only is there a lack of clinical trials for many products, but the entire industry also has a lag in laws and regulations . In recent years, a new force in the seemingly ordinary probiotic industry has rapidly emerged, breaking the calm, injecting a fresh energy into the industry, and bringing "new ideas" to the market . In July 2020, Beijing Ketuo Hengtong Biotechnology Co. , Ltd. (hereinafter referred to as "Ketuo Bio", stock code "300858") landed on the Growth Enterprise Market, took the lead in entering the capital market, and became the first company in the probiotic industry to be listed in China's A-share market. Enterprise; November 8, 2021, led by China Food Industry Association (hereinafter referred to as the "Association"), led by Ketuo Bio, and jointly with China Food and Fermentation Industry Research Institute, Enthusiast Research Institute, Mengniu Dairy, Bright Dairy, and Yili Group The participating "Probiotic Food" group standard (hereinafter referred to as the "group standard") has been reviewed by the expert group and officially released and implemented on the association's official website and the national group standard information platform . At the moment, the health needs of food consumption are at the right time, and new opportunities are ushered in subdivisions such as active probiotics, high-quality protein, and plant-based dairy products. Can Ketuo Bio's category positioning strategy to seize the track can work in "probiotic food" ? Under the tide of consumption upgrade, what opportunities will the probiotic market usher in? On November 8, the group standard of "Probiotic Food" was officially released and implemented 　　Leading the formulation of group standards and setting up entry thresholds for categories 　　It is reported that probiotics are widely used in health care, food industry, animal health breeding, agricultural planting and other fields, and the market has grown significantly . However, in the real probiotic market, there is a dilemma such as "blurred category boundaries, lack of standards and specifications; low brand awareness and severe product homogeneity". In fact, almost all ordinary foods claiming probiotics have "born births". Certificate” issue . Therefore, the formulation of uniform standards for probiotic products in the industry is extremely urgent to guide and regulate the consumer market . 　　At the "Probiotic Food" group standard press conference held a few days ago, Li Yu, the chief engineer of the association, said that the core work of the group standard developed by the association is centered on product definitions, legal basis, and the scope of bacterial strains. . Probiotic foods refer to foods that are added with probiotics that meet the requirements of relevant laws and regulations, and the number of live probiotics meets certain requirements during the shelf life . In May 2019, the "Probiotics Health Food Application and Review Regulations (Trial)" issued by the State Administration for Market Regulation stated that the number of live probiotic health foods during its shelf life shall not be less than 10 times per gram. Party CFU . 　　Li Yu said that although the document is a "trial" version, the association has fully taken into account the development trends of the industry and the market, and when formulating the group standard, it is clear that the total number of probiotics in ready-to-eat probiotic foods shall not be less than 10 during the shelf life. The probiotic food for processing should be able to meet the requirements of the number of viable bacteria in the final product . In order to ensure that the group standard can escort the quality of the products, the entry threshold for the "probiotic food" category is set . On November 25, the "Press Conference of "Probiotic Food" Group Standards" was held in Beijing 　　Apply for standard identification certification, guide consumer value orientation 　　in accordance with the requirements of the "Organization Standard Management Regulations" issued by the National Standardization Management Committee and the Ministry of Civil Affairs, go through the procedures of project establishment, drafting, index comparison, solicitation of opinions, and review, and pass the review of the national organization standard information platform , The group standard can be released and implemented . It is reported that each indicator of the group logo of the Ministry includes the four core elements required for "probiotic food" raw materials. One is the need to clarify the strain number and the source of isolation; the other is the identification, preservation and safety evaluation by a third-party agency; The third is to go through whole-genome sequencing and to be supported by relevant scientific literature; the fourth is to have scientific literature on human or clinical trials to support its positive evaluation. The association organizes experts to hold special conferences for research and discussion, and invites authoritative technical colleges and universities, Large companies, industry research institutions, etc. participate in the release process after fully listening to the opinions of experts, companies and other parties, and after modification and improvement, to ensure that the group logo plays a leading role and improve the level of food safety assurance . 　　At this press conference, the association also launched the release ceremony of the group logo. The logo is composed of probiotics and the flat geometric figures of the earth. The blue background symbolizes technology and standards, and the probiotics support the shape of the earth. The importance of probiotics to human health . 　　Xu Jian, deputy secretary-general of the association, pointed out that after the publication and implementation of the group standard, the association will cooperate with Ketuo Biotech and other companies to jointly carry out the identification and certification work. On the one hand, it can help manufacturers and sellers to better disseminate product information and improve their competitiveness; On the one hand, it can help consumers make quick judgments and choices during the consumption process, thereby building a comprehensive market ecosystem and guiding good consumption value orientation . 　　Insist on scientific traceability and clinical verification to ensure product safety and effectiveness. 　　It is reported that the core of the probiotic industry is strain resources, and China's core strains are more than 90% dependent on foreign countries. In yogurt, a well-known product, it is dependent on foreign countries. Almost 100%, which is related to the late start of the probiotic industry in China and the weak research foundation . After more than ten years of hard work, the scientific research team headed by Professor Zhang Heping, chief scientist of Ketuo Biotechnology, used modern microbiology and molecular biology methods to screen out multiple strains of probiotics with different functional properties and used them in fermented milk production. The basic strains of lactic acid bacteria have broken through the multi-technical bottleneck of high-density fermentation of lactic acid bacteria in production, and filled the gap of China’s original lactic acid bacteria starter and probiotic strain resources . Ketuo Biotech has also cooperated with many domestic universities, research institutes and enterprises to isolate, identify and preserve 21,268 lactic acid bacteria strains from natural fermented foods, healthy people’s intestines and breast milk from all over Asia, and build a large-scale lactic acid bacteria species resource bank in Asia and the world. . At present, Ketuo Biologics’ Lactobacillus casei Zhang, Bifidobacterium lactis V9, and Lactobacillus plantarum P-8 have been industrialized; at the same time, Ketuo Bio’s probiotic products have passed 248 National Anti-Doping Center tests and become a national The preparation guarantee products designated by the Training Bureau of the General Administration of Sports provide nutrition guarantee for more than 1,200 national athletes from 13 national teams . 　　As one of the important industries that contribute to the health of the Chinese people, the probiotic industry has huge market potential. Facing this "sunrise industry", Ketuo Biotech and many colleagues realized that China's original regulations and standards can no longer fully adapt to this "sunrise industry". The development and consumer demand of the probiotic industry are faced with problems such as a long application period, a narrow list of strains, and a safety and functional evaluation system that needs to be improved . Liu Xiaojun, president of Ketuo Biotech, also said that the industrialization of probiotics cannot be separated from scientific support and standardized management. The collection and screening of each strain, efficacy research, production technology, and industrialization are all based on scientific and rigorous technology and evaluation systems. Foundation; and Ketuo Bio is not only a participant and leader of the group logo, but also a promoter of the industry. This move is conducive to the brand occupying the high ground of the category, boosting the high-quality development of the industry, and delivering truly safe and effective probiotic products to the public In hand, to meet market consumer demand . 　　The successful creation of a brand is never achieved overnight, and requires multi-dimensional collaboration . Insight into the needs of consumers in the new era, adhere to the scientific traceability and clinical verification of probiotics, and with the positioning strategy of occupying the category high ground, we have achieved today's market industry position as a leader in the "probiotic food" category of Ketuo Biosciences . 　　Euromonitor data shows that China's probiotics industry is developing rapidly at an annual growth rate of more than 15%. In 2020, the scale of product consumption will reach 85 billion yuan . With the continuous practice of the probiotic industry and nutrition research, the health awareness and health knowledge level of the Chinese people continue to improve. Driven by the "standard + label + scientific research" troika, Ketuo Bio is expected to lead the industry to rapidly develop probiotics Hundreds of billions of market space .   Disclaimer: This article only represents the author's personal views and has nothing to do with China Probiotics. com . 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The survey shows that China's probiotics industry is in a stage of rapid growth, and consumer demand continues to expand
.
However, in the market, probiotic products are mixed, and many consumers cannot find the strain number after buying the product
.
In fact, not only is there a lack of clinical trials for many products, but the entire industry also has a lag in laws and regulations
.


　　In recent years, a new force in the seemingly ordinary probiotic industry has rapidly emerged, breaking the calm, injecting a fresh energy into the industry, and bringing "new ideas" to the market
.
In July 2020, Beijing Ketuo Hengtong Biotechnology Co.
, Ltd.
(hereinafter referred to as "Ketuo Bio", stock code "300858") landed on the Growth Enterprise Market, took the lead in entering the capital market, and became the first company in the probiotic industry to be listed in China's A-share market.
Enterprise; November 8, 2021, led by China Food Industry Association (hereinafter referred to as the "Association"), led by Ketuo Bio, and jointly with China Food and Fermentation Industry Research Institute, Enthusiast Research Institute, Mengniu Dairy, Bright Dairy, and Yili Group The participating "Probiotic Food" group standards (hereinafter referred to as the "group standard") have been reviewed by the expert group and officially released and implemented on the association's official website and the national group standard information platform
.
At the moment, the health needs of food consumption are at the right time, and new opportunities are ushered in subdivisions such as active probiotics, high-quality protein, and plant-based dairy products.
Can Ketuo Bio's category positioning strategy to seize the track can work in "probiotic food" ? Under the tide of consumption upgrade, what opportunities will the probiotic market usher in?

　　Leading the formulation of group standards and setting up entry thresholds for categories

　　It is reported that probiotics are widely used in health care, food industry, animal health breeding, agricultural planting and other fields, and the market has grown significantly
.
However, in the real probiotic market, there is a dilemma such as "blurred category boundaries, lack of standards and specifications; low brand awareness and severe product homogeneity".
In fact, almost all ordinary foods claiming probiotics have "born births".
Certificate” issue
.
Therefore, the formulation of uniform standards for probiotic products in the industry is extremely urgent to guide and regulate the consumer market
.


　　At the "Probiotic Food" group standard press conference held a few days ago, Li Yu, the chief engineer of the association, said that the core work of the group standard developed by the association is centered on product definitions, legal basis, and the scope of bacterial strains.

.
Probiotic foods refer to foods that are added with probiotics that meet the requirements of relevant laws and regulations, and the number of live probiotics meets certain requirements during the shelf life
.
In May 2019, the "Probiotics Health Food Application and Review Regulations (Trial)" issued by the State Administration for Market Regulation stated that the number of live probiotic health foods during its shelf life shall not be less than 10 times per gram.
Party CFU
.


　　Li Yu said that although the document is a "trial" version, the association has fully taken into account the development trends of the industry and the market, and when formulating the group standard, it is clear that the total number of probiotics in ready-to-eat probiotic foods shall not be less than 10 during the shelf life.
The probiotic food for processing should be able to meet the requirements of the number of viable bacteria in the final product
.
In order to ensure that the group standard can escort the quality of the products, the entry threshold for the "probiotic food" category is set
.


　　Apply for standard identification certification, guide consumer value orientation

　　in accordance with the requirements of the "Organization Standard Management Regulations" issued by the National Standardization Management Committee and the Ministry of Civil Affairs, go through the procedures of project establishment, drafting, index comparison, solicitation of opinions, and review, and pass the review of the national organization standard information platform , The group standard can be released and implemented
.
It is reported that each indicator of the group logo of the Ministry includes the four core elements required for "probiotic food" raw materials.
One is the need to clarify the strain number and the source of isolation; the other is the identification, preservation and safety evaluation by a third-party agency; The third is to go through whole-genome sequencing and to be supported by relevant scientific literature; the fourth is to have scientific literature on human or clinical trials to support its positive evaluation.
The association organizes experts to hold special conferences for research and discussion, and invites authoritative technical colleges and universities, Large companies, industry research institutions, etc.
participate in the release process after fully listening to the opinions of experts, companies and other parties, and after modification and improvement, to ensure that the group logo plays a leading role and improve the level of food safety assurance
.


　　At this press conference, the association also launched the release ceremony of the group logo.
The logo is composed of probiotics and the flat geometric figures of the earth.
The blue background symbolizes technology and standards, and the probiotics support the shape of the earth.
The importance of probiotics to human health
.


　　Xu Jian, deputy secretary-general of the association, pointed out that after the publication and implementation of the group standard, the association will cooperate with Ketuo Biotech and other companies to jointly carry out the identification and certification work.
On the one hand, it can help manufacturers and sellers to better disseminate product information and improve their competitiveness; On the one hand, it can help consumers make quick judgments and choices during the consumption process, thereby building a comprehensive market ecosystem and guiding good consumption value orientation
.


　　Insist on scientific traceability and clinical verification to ensure product safety and effectiveness.


　　It is reported that the core of the probiotic industry is strain resources, and China's core strains are more than 90% dependent on foreign countries.
In yogurt, a well-known product, it is dependent on foreign countries.
Almost 100%, which is related to the late start of the probiotic industry in China and the weak research foundation
.
After more than ten years of hard work, the scientific research team headed by Professor Zhang Heping, chief scientist of Ketuo Biotechnology, used modern microbiology and molecular biology methods to screen out multiple strains of probiotics with different functional properties and used them in fermented milk production.
The basic strains of lactic acid bacteria have broken through the multi-technical bottleneck of high-density fermentation of lactic acid bacteria in production, and filled the gap of China’s original lactic acid bacteria starter and probiotic strain resources
.
Ketuo Biotech has also cooperated with many domestic universities, research institutes and enterprises to isolate, identify and preserve 21,268 lactic acid bacteria strains from natural fermented foods, healthy people’s intestines and breast milk from all over Asia, and build a large-scale lactic acid bacteria species resource bank in Asia and the world.

.
At present, Ketuo Biologics’ Lactobacillus casei Zhang, Bifidobacterium lactis V9, and Lactobacillus plantarum P-8 have been industrialized; at the same time, Ketuo Bio’s probiotic products have passed 248 National Anti-Doping Center tests and become a national The preparation guarantee products designated by the Training Bureau of the General Administration of Sports provide nutrition guarantee for more than 1,200 national athletes from 13 national teams
.


　　As one of the important industries that contribute to the health of the Chinese people, the probiotic industry has huge market potential.
Facing this "sunrise industry", Ketuo Biotech and many colleagues realized that China's original regulations and standards can no longer fully adapt to this "sunrise industry".
The development and consumer demand of the probiotic industry are faced with problems such as a long application period, a narrow list of strains, and a safety and functional evaluation system that needs to be improved
.


Liu Xiaojun, president of Ketuo Biotech, also said that the industrialization of probiotics cannot be separated from scientific support and standardized management.
The collection and screening of each strain, efficacy research, production technology, and industrialization are all based on scientific and rigorous technology and evaluation systems.
Foundation; and Ketuo Bio is not only a participant and leader of the group logo, but also a promoter of the industry.
This move is conducive to the brand occupying the high ground of the category, boosting the high-quality development of the industry, and delivering truly safe and effective probiotic products to the public In hand, to meet market consumer demand
.


　　The successful creation of a brand is never achieved overnight, and requires multi-dimensional collaboration
.
Insight into the needs of consumers in the new era, adhere to the scientific traceability and clinical verification of probiotics, and with the positioning strategy of occupying the category high ground, we have achieved today's market industry position as a leader in the "probiotic food" category of Ketuo Biosciences
.


　　Euromonitor data shows that China's probiotics industry is developing rapidly at an annual growth rate of more than 15%.
In 2020, the scale of product consumption will reach 85 billion yuan
.
With the continuous practice of the probiotic industry and nutrition research, the health awareness and health knowledge level of the Chinese people continue to improve.
Driven by the "standard + label + scientific research" troika, Ketuo Bio is expected to lead the industry to rapidly develop probiotics Hundreds of billions of market space
.

---

The survey shows that China's probiotics industry is in a stage of rapid growth, and consumer demand continues to expand
.
However, in the market, probiotic products are mixed, and many consumers cannot find the strain number after buying the product
.
In fact, not only is there a lack of clinical trials for many products, but the entire industry also has a lag in laws and regulations
.


　　In recent years, a new force in the seemingly ordinary probiotic industry has rapidly emerged, breaking the calm, injecting a fresh energy into the industry, and bringing "new ideas" to the market
.
In July 2020, Beijing Ketuo Hengtong Biotechnology Co.
, Ltd.
(hereinafter referred to as "Ketuo Bio", stock code "300858") landed on the Growth Enterprise Market, took the lead in entering the capital market, and became the first company in the probiotic industry to be listed in China's A-share market.
Enterprise; November 8, 2021, led by China Food Industry Association (hereinafter referred to as the "Association"), led by Ketuo Bio, and jointly with China Food and Fermentation Industry Research Institute, Enthusiast Research Institute, Mengniu Dairy, Bright Dairy, and Yili Group The participating "Probiotic Food" group standard (hereinafter referred to as the "group standard") has been reviewed by the expert group and officially released and implemented on the association's official website and the national group standard information platform
.
At the moment, the health needs of food consumption are at the right time, and new opportunities are ushered in subdivisions such as active probiotics, high-quality protein, and plant-based dairy products.
Can Ketuo Bio's category positioning strategy to seize the track can work in "probiotic food" ? Under the tide of consumption upgrade, what opportunities will the probiotic market usher in?

　　Leading the formulation of group standards and setting up entry thresholds for categories

　　It is reported that probiotics are widely used in health care, food industry, animal health breeding, agricultural planting and other fields, and the market has grown significantly
.
However, in the real probiotic market, there is a dilemma such as "blurred category boundaries, lack of standards and specifications; low brand awareness and severe product homogeneity".
In fact, almost all ordinary foods claiming probiotics have "born births".
Certificate” issue
.
Therefore, the formulation of uniform standards for probiotic products in the industry is extremely urgent to guide and regulate the consumer market
.


　　At the "Probiotic Food" group standard press conference held a few days ago, Li Yu, the chief engineer of the association, said that the core work of the group standard developed by the association is centered on product definitions, legal basis, and the scope of bacterial strains.

.
Probiotic foods refer to foods that are added with probiotics that meet the requirements of relevant laws and regulations, and the number of live probiotics meets certain requirements during the shelf life
.
In May 2019, the "Probiotics Health Food Application and Review Regulations (Trial)" issued by the State Administration for Market Regulation stated that the number of live probiotic health foods during its shelf life shall not be less than 10 times per gram.
Party CFU
.


　　Li Yu said that although the document is a "trial" version, the association has fully taken into account the development trends of the industry and the market, and when formulating the group standard, it is clear that the total number of probiotics in ready-to-eat probiotic foods shall not be less than 10 during the shelf life.
The probiotic food for processing should be able to meet the requirements of the number of viable bacteria in the final product
.
In order to ensure that the group standard can escort the quality of the products, the entry threshold for the "probiotic food" category is set
.


　　Apply for standard identification certification, guide consumer value orientation

　　in accordance with the requirements of the "Organization Standard Management Regulations" issued by the National Standardization Management Committee and the Ministry of Civil Affairs, go through the procedures of project establishment, drafting, index comparison, solicitation of opinions, and review, and pass the review of the national organization standard information platform , The group standard can be released and implemented
.
It is reported that each indicator of the group logo of the Ministry includes the four core elements required for "probiotic food" raw materials.
One is the need to clarify the strain number and the source of isolation; the other is the identification, preservation and safety evaluation by a third-party agency; The third is to go through whole-genome sequencing and to be supported by relevant scientific literature; the fourth is to have scientific literature on human or clinical trials to support its positive evaluation.
The association organizes experts to hold special conferences for research and discussion, and invites authoritative technical colleges and universities, Large companies, industry research institutions, etc.
participate in the release process after fully listening to the opinions of experts, companies and other parties, and after modification and improvement, to ensure that the group logo plays a leading role and improve the level of food safety assurance
.


　　At this press conference, the association also launched the release ceremony of the group logo.
The logo is composed of probiotics and the flat geometric figures of the earth.
The blue background symbolizes technology and standards, and the probiotics support the shape of the earth.
The importance of probiotics to human health
.


　　Xu Jian, deputy secretary-general of the association, pointed out that after the publication and implementation of the group standard, the association will cooperate with Ketuo Biotech and other companies to jointly carry out the identification and certification work.
On the one hand, it can help manufacturers and sellers to better disseminate product information and improve their competitiveness; On the one hand, it can help consumers make quick judgments and choices during the consumption process, thereby building a comprehensive market ecosystem and guiding good consumption value orientation
.


　　Insist on scientific traceability and clinical verification to ensure product safety and effectiveness.


　　It is reported that the core of the probiotic industry is strain resources, and China's core strains are more than 90% dependent on foreign countries.
In yogurt, a well-known product, it is dependent on foreign countries.
Almost 100%, which is related to the late start of the probiotic industry in China and the weak research foundation
.
After more than ten years of hard work, the scientific research team headed by Professor Zhang Heping, chief scientist of Ketuo Biotechnology, used modern microbiology and molecular biology methods to screen out multiple strains of probiotics with different functional properties and used them in fermented milk production.
The basic strains of lactic acid bacteria have broken through the multi-technical bottleneck of high-density fermentation of lactic acid bacteria in production, and filled the gap of China’s original lactic acid bacteria starter and probiotic strain resources
.
Ketuo Biotech has also cooperated with many domestic universities, research institutes and enterprises to isolate, identify and preserve 21,268 lactic acid bacteria strains from natural fermented foods, healthy people’s intestines and breast milk from all over Asia, and build a large-scale lactic acid bacteria species resource bank in Asia and the world.

.
At present, Ketuo Biologics’ Lactobacillus casei Zhang, Bifidobacterium lactis V9, and Lactobacillus plantarum P-8 have been industrialized; at the same time, Ketuo Bio’s probiotic products have passed 248 National Anti-Doping Center tests and become a national The preparation guarantee products designated by the Training Bureau of the General Administration of Sports provide nutrition guarantee for more than 1,200 national athletes from 13 national teams
.


　　As one of the important industries that contribute to the health of the Chinese people, the probiotic industry has huge market potential.
Facing this "sunrise industry", Ketuo Biotech and many colleagues realized that China's original regulations and standards can no longer fully adapt to this "sunrise industry".
The development and consumer demand of the probiotic industry are faced with problems such as a long application period, a narrow list of strains, and a safety and functional evaluation system that needs to be improved
.


Liu Xiaojun, president of Ketuo Biotech, also said that the industrialization of probiotics cannot be separated from scientific support and standardized management.
The collection and screening of each strain, efficacy research, production technology, and industrialization are all based on scientific and rigorous technology and evaluation systems.
Foundation; and Ketuo Bio is not only a participant and leader of the group logo, but also a promoter of the industry.
This move is conducive to the brand occupying the high ground of the category, boosting the high-quality development of the industry, and delivering truly safe and effective probiotic products to the public In hand, to meet market consumer demand
.


　　The successful creation of a brand is never achieved overnight, and requires multi-dimensional collaboration
.
Insight into the needs of consumers in the new era, adhere to the scientific traceability and clinical verification of probiotics, and with the positioning strategy of occupying the category high ground, we have achieved today's market industry position as a leader in the "probiotic food" category of Ketuo Biosciences
.


　　Euromonitor data shows that China's probiotics industry is developing rapidly at an annual growth rate of more than 15%.
In 2020, the scale of product consumption will reach 85 billion yuan
.
With the continuous practice of the probiotic industry and nutrition research, the health awareness and health knowledge level of the Chinese people continue to improve.
Driven by the "standard + label + scientific research" troika, Ketuo Bio is expected to lead the industry to rapidly develop probiotics Hundreds of billions of market space
.

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