PM Group, the maker of P80 longan drink, has launched P80 Longa Kombucha in Thailand. The latest drink under the P80 range contains a blend of longan juice and kombucha fermented tea. What’s interesting about the new P80 Longa Kombucha is how the brand communicates postbiotics and their role in supporting immune heath, gut health and cardiovascular health.
The International Scientific Association for Probiotics and Prebiotics (ISAPP) defines a postbiotic as “a preparation of inanimate microorganisms and/or their components that confers a health benefit on the host”. In other words, postbiotics are not live, they’re more stable and have a longer shelf life than live, active probiotics.
Postbiotics have gained traction in South Korea with brands marketing their products as postiobics. In Southeast Asia, consumers are still at the stage of familiarising themselves with probiotics and prebiotics.
Based on our conversations with brands, at least one other shelf-stable kombucha brand in the region is looking at communicating the postbiotic benefit but decided not to proceed due to consumer lack of understanding about postbiotics. Government regulation is also a hurdle to overcome.