Probiotic Value Proposition and Messaging Part 1

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Probiotic Value Proposition and Messaging Part 1

Garden of Life, Align, Care / of, Hyperbiotics, and Culturelle all contain different marketing messages on their probiotics products. Some use many categories of whitespace, while others only choose to work with a select few.

Since these companies vary in the amount of products offered, there is a noticeable difference in how in-depth the discussion for each company goes. For example, Garden of Life has three different types of products with differing whitespace use, while Care / Of only has one. Also, some brands offer more available pictures of their product containers, so it is easier to see what is included and what is not.

Garden of life

Garden of Life has 23 probiotic formulas available. In general, this company markets by claiming that they are the strongest product. For all their products, they state that they're the "No. 1 brand in Customer Satisfaction Survey." This claim is found at the top of their web page on probiotics. Also, 11 of their 23 products are claimed to be formulated by a doctor. This is prominently displayed on the containers of these 11 products. Garden of Life attempts to market their products to many unique audiences. They attempt to appeal to those who prefer up to 400 billion CFU, but they have kids products with only 5 billion guaranteed CFU. There are many CFU levels in between these two amounts, with many products guaranteeing at least 50 billion CFU. Also, they market specific products to men, women, individuals over 50, and those who want raw probiotics.

To better understand the whitespace that is owned by Garden of Life, three of their probiotics were selected and analyzed. The probiotics selected were Dr. Formulated Probiotics Mood+ 50 Billion CFU, Primal Defense® Kids Probiotic Formula, and Raw Probiotics Men 50 & Wiser. These selections were made to include one of each type of the three main probiotics offered (Dr. Formulated, Primal Defense, Raw Probiotics).

The Dr. Formulated Probiotics Mood+ 50 Billion CFU contains two marketing messages. The first states that the product is Dr. Formulated by David Perlmutter. It is revealed that he is an expert in the human microbiome with a strong resume, including the fact that he is a #1 New York Times best-selling author. Next comes the main marketing message for the product. The message states that the product can support mood and contains organic ashwagandha and organic Alaskan blueberries. On the container for this product, the owned whitespace reveals that it is Non GMO Verified, Vegetarian Verified, and NSF Gluten-Free Verified. A stamp of approval is included to show that the product is Non GMO. Unowned whitespace includes no guarantees and no testimonials or on-site reviews from actual users.

The second product from Garden of Life that was analyzed is the Primal Defense® Kids Probiotic Formula. On the website, it is marketed as a product for children over age 3. It contains a blend of 3 Bifidobacterium, which are Bifidobacterium breve, Bifidobacterium infantis and Bifidobacterium longum, along with Saccharomyces boulardii. These ingredients were used to support children’s digestive and immune system health, according to the description. The benefits are also included in this description. This product is said to support normal bowel function, support a healthy immune system, support growth of friendly intestinal bacteria, and maintain healthy calcium absorption. On the bottle, there is a lot of unowned whitespace. There are no guarantees, no testimonials, no proof of quality or expertise, no verifications, and no stamps of approval.

The third type of probiotic that Garden of Life sells is raw probiotics, so the Raw Probiotics Men 50 & Wiser was analyzed. Just like the two previous Garden of Life products, there is a marketing message on the website. It states that RAW Probiotics are unique from others, and it has over 30 probiotics strains. They claim that this number is record-setting. It is made with Bulgarian yogurt concentrate and wild European kefir grains and scobies. Again, the bottle has a lot of unowned whitespace, as there are no testimonials, proofs of quality, verifications, or stamps of approval. However, there is a Potency Promise of 85 Billion live cultures and a guarantee that the product is gluten free, raw, and free of binder, carriers, and fillers.


Align offers 4 probiotic products. After looking at each of these 4 probiotics, trends in owned and unowned whitespace was found. On the packaging, there was a consistent emphasis on them being chewable along with claims of them giving 24/7 digestive support, which is a product claim. There is also the claim that Align is the #1 doctor recommended probiotic. On the online description, it is revealed that the products contain Bifidobacterium 35624™, a unique and patented strain. Other owned whitespace includes review and ratings, pricing, and money back guarantees. There is unowned whitespace also, as there are no stamps of approval or certifications and verifications.

Care / of

Care / Of only offers 1 probiotic product, so there is only one example of whitespace use to look at. The product is called Probiotic Blend. There is a lot of emphasis placed on the quality, as the blend is claimed to be produced with care, started at the source, work is shown, and it is tested, vetted, and repeated. Also, the blend is non-GMO, vegan, gluten-free, and vegetarian. To further inform consumers on what goes into the product, there is a list of ingredients that the blend contains and does not contain. Another main point is that the product is made in the United States. Unowned whitespace includes the absence of reviews, guarantees, and an image of the product packaging. There is also a lot of scientific language used in describing the blend, which can confuse consumers who are not familiar with these terms.
Since there is not an image of the container for the blend, the whitespace included on the actual package cannot be assessed.


There are 8 probiotics products offered by Hyperbiotics, each with similar whitespace use. The whitespace use is very well thought-out, and there are tabs describing benefits, formula, tips for storage and use, FAQs, shipping info, testimonials, and a guarantee for each product. The product used as an example is Hyperbiotics Pro-15. Under benefits, the main points are that a consumer can get 15 times more results with the Pro-15 pearls compared to capsules, it can help the user stay well, support ideal body weight, lift mood and energy levels, and relieve sensitive stomachs. The formula tab covers ingredients, the science behind the formula, and what makes it better than other products. Each tab does a similar job of going in depth and providing information that a consumer would want. On the bottle for the product, space is efficiently used. Hyperbiotics Pro-15 is described as "The Perfect Probiotic" and is said to be "15x more effective than capsules." Based on the whitespace on the website and the bottle, Hyperbiotics has been found to own every category of whitespace.


The fifth brand covered is Culturelle, which has 4 types of probiotics. They are Digestive Health, Pro-Well, Kids, and Baby. For Digestive Health and Pro-Well, there are 4 products of each. There are 3 products for both the Kids and Baby types. The packaging for each type is very similar. Each has the Culturelle logo followed by the name of the specific type. On the top is the claim that Culturelle is the #1 proven probiotic. This is followed by a few bullet points that highlight the impact that the probiotic is expected to have on the user.
On the webpage for each type, there is a short description of each specific product followed by a few reviews and an overall rating. There is also a video advertising the strengths of each product type. An example of unowned whitespace is pricing info, since Culturelle cannot be bought directly from the website. This means that the price depends on which store the product is bought from. There are also no certifications and verifications or guarantees.

Brand comparison

Based on the information above about what categories of whitespace are used or not used, the brands can be compared. For Garden of Life, Care / of, and Culturelle, there was a common unowned whitespace of not offering guarantees. Align did not include a stamp of approval or reviews. Hyperbiotics was the only company that included all important whitespace categories. Since Garden of Life has three different types of probiotics, they have differing use of whitespace within their own brand. Culturelle also has multiple types, but this does not have as much of an impact on whitespace use across the brand.


In conclusion, probiotic brands Garden of Life, Align, Care / Of, Hyperbiotics, and Culturelle all differ in products offered, which leads to different use of whitespace. Some companies cover many categories on their packages and web pages, while others only include a select few.