Consumer’s acceptance of the idea that yogurt, a fermented (cultured) milk, is “good for you” has been so widespread that it has attracted other marketers who are trying to figure out how to capitalize on its popularity.

There has been a proliferation of all kinds of products that attempt to suggest they can provide the health benefits associated with fermented milk products simply by stating that such new “good for you” products contain certain micro-organisms. Just by adding a probiotic cocktail to the product (and often not at levels deemed efficacious), marketers hope that consumers believe that traditional cheeses, frozen desserts, milks and other dairy beverages have been transformed into better-for-you dairy foods.