Ysco probiotic fruity tastes good, and is good for digestive health.

After a triumphant unveiling during the Anuga Taste '07 new products competition in Cologne last October, Fruity is debuting in supermarket freezer cases this month under the Ysco brand name as well as under several private labels sold by European retailers. Packed in 100ml cups distributed in four-packs, the probiotic ice cream treat is available topped with a choice of Forest Fruit or Mango Raspberry. Each is further enhanced with a mixture of walnuts, cashews and almonds.

"Fruity not only tastes good, but is good for you as it contains probiotic ferments (bifidobacterium BB12)," Dietrich Van Valckenborgh, marketing manager of the Langemark, Belgium-headquartered producer, recently told Quick Frozen Foods International.

Pointing out that Fruity is the first probiotic ice cream on the European market, Van Valckenborgh noted that daily consumption of BB12 boosts the level of so called "good bacteria" in one's body, which can aid digestion. "Moreover," he added, "it beneficially affects the intestinal flora and helps to improve the bowel function."

This is the latest example of a healthy-eating wave that is rising in Europe, Asia and North America, where products including fruit-rich Smoothies and numerous functional foods are in the forefront. The trend is spiking in the United States, as more than 150 probiotic and prebiotic commercial food items were rolled out there in 2006. Among them was Dannon's Activa yogurt, which rang up first-year sales of over $100 million.

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The US market for probiotic-containing foods and supplements is expected to top $1 billion by 2010, according to BCC Research. Driving the surge is heightened health consciousness among aging consumers, along with publication of study results suggesting that probiotics may play a positive role in preventing or treating certain types of gastroenteritis, diarrhea and allergic skin reactions. It's all about balancing or neutralizing illness-causing bacteria in the human digestive tract with "good bacteria."

"We are delighted that judges at Anuga declared our tasty and healthy-eating Fruity to be among the year's most innovative products," said Van Valckenborgh.

Ysco is an independent member of the Milcobel dairy products cooperative, whose shareholders are 4,000-plus farmers. Total per annum capacity of the company's 33 automated lines at two plants is 220 million liters, with Ysco Belgium good for 120 million liters. The Ysco France factory in Argentan, a former Unilever facility acquired in 2001, is capable of churning out 100 million liters a year.

In addition to Fruity, the Ysco assortment of products ranges from cones and molded sticks to extruded sticks, cups, sandwiches, cakes, bars, water ices, scooping tubs of ice cream and sorbets.

In business since 1949, the company began exporting worldwide in 1970. Sales reached EUR 180 million last year, on output of 160 million liters, ranking Ysco among the European Union's top five ice cream producers. Private label production accounted for 90% of the volume. France and the Benelux countries rank as the leading markets, followed by Germany and the UK.