Doctors ‘the best advocates’: Our Probiotic Product of the Year winner to replicate medical strategy in new markets

19-Oct-2022 - Last updated on 19-Oct-2022 at 05:23 GMT

Hong Kong-based probiotic specialist G-NiiB Geniebiome, winner of this year’s NutraIngredients-Asia Award Probiotic Product of the Year, said that its commercial success in its home base could be attributed to endorsement from the medical doctors, and it hopes to replicate the strategy elsewhere.

The firm won the award with its product G-NiiB Immunity Plus, a synbiotic formula containing probiotics from the Bifidobacterium strains, as well as the prebiotics galacto-oligosaccharides (GOS) and xylo-oligosaccharides (XOS).

The formula was developed based on a decade-long research from the Chinese University of Hong Kong (CUHK) intended to address gut and skin problems.

So far, three clinical studies on the formula have been published, including its benefits on COVID-19 patients.

Launched in the thick of the pandemic, the product quickly became popular among medical doctors, especially the general practitioners and gastrointestinal specialists.

“We have launched the product in Hong Kong for 20 months. In the end of last year, we also expanded into China online.

“In Singapore, we have established a team and we are also listed in Guardians and Watsons. We are also penetrating into the doctors sector.

“In fact, doctors in Hong Kong are our chief stakeholders. We have more than 550 doctors using our product at the moment and they are also the [product] advocate because they are prescribing it to patients. [In turn], the patients also recommend it to their relatives and friends.

“This is a key success factor for our products and we want to adopt the same model in Singapore and Malaysia,” Rachel Fan, CEO of the firm told NutraIngredients-Asia.

Watch the video to find out more.