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Well it certainly isn’t Jamie Lee Curtis’ fault, but the fact remains many consumers do not actually know what probiotics are. Curtis has served as a very visible spokesperson for Dannon Activia, a leading yogurt that contains probiotics-which are healthy bacteria said to help digestion.
Still despite Dannon and competitors like LiveActive from Kraft Foods’ efforts, 63 percent of consumers reported that they are still confused by probiotics. Only 13 percent of those claiming familiarity could accurately provide a definition.
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