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Interest in probiotic food products has constantly increased due to the awareness on importance of gut microbiome; an increasing demand has encouraged the development of other matrices such as cereals, vegetable and fruit juices to deliver probiotics. The purpose of this paper is to standardize and evaluate a ready to serve probiotic oats milk drink fermented with microencapsulated Lactobacillus plantarum to be further used as a therapeutic module.

Fermentation of oats milk extract with microencapsulated L.plantarum was subjected to various trials in making it favourable for consumption and tested for sensory characteristics, physicochemical parameters, nutrient content, viable colony count and shelf life.

Fermented oats milk drink with 3% inoculum of microencapsulated L.plantarum was able to achieve desirable level of 2.5 × 10⁸ and 2.3 × 10⁸ colony forming units (CFU)/mL for spice and strawberry flavoured drink, respectively. Antioxidant property significantly increased after fermentation showing inhibitory effect against 2,2-diphenyl-1-picryl-hydrazyl-hydrate (DPPH) assay (p = 0.05).

Analysis of all the parameters were conducted only with three samples; this was the potential limitation identified in this study as large sample size always be a better representative of the results.

Spice and strawberry flavoured nondairy oats milk drink facilitated to be a suitable carrier for microencapsulated L. plantarum with good sensory attributes, low fat, moderate calorie, high fiber content, antioxidant potential and a shelf life of two-week period at 4°C.

The developed ready to serve, spice and strawberry flavoured nondairy oats milk drink with compactly packed functional components inclusive of beneficial probiotic organisms, ß-glucan and antioxidants can be prescribed as a therapeutic food for many clinical conditions and would serve as a good probiotic option for vegans.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this study is to evaluate the effect of almond milk supplementation on the growth and viability of Lacticaseibacillus rhamnosus GR-1 (LGR-1) in yogurt samples over 6 h of fermentation and 30 days of refrigerated storage.

Four yogurt treatments (T1–T4) were inoculated with the probiotic strain L. rhamnosus GR-1 and fermented for 6 h at 37°C and then placed in refrigerated storage at 4°C for 30 days. Microbial and pH analysis of each sample was conducted every 2  h throughout the fermentation period and on Days 1, 15 and 30 of cold storage to determine the viability of L. rhamnosus GR-1.

All samples achieved mean microbial counts of at least 108 CFU/mL during fermentation and storage. During fermentation, mean microbial counts increased for all treatments; however, differences in mean microbial counts between treatments were not significant. During storage, the mean microbial count for T4 at 15 and 30  days was significantly higher (p = 0.031) than microbial counts on Day 1. However, mean microbial counts did not differ significantly across all storage time points for treatments 1, 2 and 3 (p > 0.05). These results suggest that the addition of almond milk, in combination with cow’s milk, is suitable for propagating and preserving the viability of L. rhamnosus GR-1 in yogurt.

There is a consumer shift towards plant-based products due to health, environmental and ethical reasons. Almond milk is a popular nondairy alternative that provides enhanced nutritional value to traditionally dairy-based probiotic yogurts. L. rhamnosus GR-1 is an especially beneficial probiotic for women as it colonizes the gut and vaginal epithelium, promoting urogenital health, including preventing the recurrence of urinary tract infections and bacterial vaginosis.