“As much as we need to provide consumers with the necessary information about the health benefits and safety of probiotics, it is important to get the influencers to buy into this, because they are the ones who talk to consumers,” said Danisco vice president of health and nutrition marketing, Scott Bush.
“One example is when a doctor prescribes antibiotic treatment which, as many people experience, can have unwanted digestive side-effects. A proper dose of the right probiotics, recommended by the physician, represents a safe and effective way to maintain proper gastrointestinal function.”
The makers of the documentary, California-based Health Point Productions, are in negotiations with television networks in the US and elsewhere for screening rights for Microwarriors, which it says is the first instalment of a planned trilogy.
The film features input from probiotic researchers and experts and has been described by Eamonn Quigley, MD, the president of the World Gastroenterology Organization as doing, “a fantastic job at translating a large amount of complex science into a clear and compelling story.”
Fellow Danish supplier Chr Hansen, like Danisco, participated in the making of the documentary by allowing the makers to film its production facilities and commenting on the sector along with Danisco and other industry players.
“This production could really raise general awareness about the role of probiotics in digestive health and overall well-being,” said Chr Hansen’s commercial development director in its health and nutrition division, Sune Schmoelker.
“Therefore we did not hesitate when we were offered the chance to support and participate in this groundbreaking project.”
Isabelle Champié, deputy manager and global marketing director at Canadian supplier, Institut Rosell-Lallemand, observed: “We strongly believe this documentary will help raising awareness and credibility of probiotics among the general public and we hope that it will be a resounding success.”
Health Point Production executive director David Knight said of the production: “Making ‘Microwarriors’ required incredible passion and dedication to educating the public about the importance of probiotics to one’s overall health and well-being.”