What’s Hot: Probiotics sales bloom

Generating $29.4 million in sales across food, drug and mass and growing at a 28.4 percent clip, according to Information Resources Inc. for the 52 weeks ended May 20, probiotics already is a popping category in mass channels, a trend that’s reinforced by the number of new food products now fortified with the beneficial micro flora.

Now natural channel veteran Empowering Health is moving into mass with six probiotic SKUs under the Probio-Wellness banner.

The products include a 5-Day Cleanse (cleansing products are up 136 percent, the company reported); Acid Balance (digestive aids are up 25 percent); Fruits & Veggies, which provides the antioxidant equivalent to two servings of fruits and vegetables; Whole Food Fiber; Digestive Enzymes and Probiotic Cultures.