17 Aug 2009 As Americans are becoming increasingly aware of probiotics, recently released guidelines from the International Scientific Association for Probiotics and Prebiotics (ISAPP) provide increased clarity about the definition of probiotics. This is significant because more than half (52 percent) of Americans said they are aware of the term probiotics, and 44 percent of people say they can define probiotics, as live bacteria that, when consumed in sufficient quantities, can provide health benefits.

The recently released ISAPP guidelines clarify the definition of probiotics. According to the new guidelines, a probiotics must meet all of the following criteria:

• Be live, active cultures at the time they are consumed
• Have undergone peer-reviewed clinical testing to document health benefit claims
• Be clearly defined at the genus, species and strain level
• Be safe for their intended use

"Consumers can be confident that Dannon's probiotic products, DanActive and Activia, meet the new ISAPP recommendations," said Miguel Freitas, Ph.D., Dannon's Director of Health Affairs. "Activia, which contains Bifidus Regularis, is supported by several clinical studies that show it can help regulate the digestive system by helping with slow intestinal transit." DanActive, with L. casei Immunitas, has more than 25 studies that prove its role in helping strengthen the body's defenses."

Americans' understanding of probiotics has risen steadily since 2006, at which time only 20 percent considered themselves knowledgeable. Last year, 30 percent of Americans said they were knowledgeable about the topic and 37 percent responded the same in 2009.