Probiotics remain one of the fastest‑growing segments in consumer health, but companies still face the challenge of operating in a fragmented claims environment, building credible brands, and communicating benefits to increasingly savvy consumers. In part two of HBW Insight’s interview with probiotics expert, David Pineda Ereno, we explore how leading players are finding ways through this complexity: from launching strategically in more permissive markets like Italy and France, to using umbrella brands and authorised nutrient claims to support probiotic innovation. Finally, we turn to postbiotics, a newer but fast‑developing area that could open up additional commercial opportunities. With their stability and easier formulation, postbiotics are gaining traction — but they bring their own regulatory considerations too Guest Bio: David Pineda Ereño is managing director of DPE International Consulting, an international consultancy firm that provides strategic and regulatory advice on the policy, regulation and trade of foods and food supplements. David has over 20 years of experience providing strategic solutions to companies, trade associations, and government bodies at national, regional, and international level, in Europe, Latin America, Asia, Middle East and Africa, and the US.

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