Fermented food craze hits buyers

Bacteria makers are taking a page out of Intel Corp’s book to try to solve the branding problem. The company, which makes semiconductors that go into the guts of laptops, eventually slapped the now famous “Intel inside” sticker on the PCs to gain recognition.

LONDON: With fermented foods reaching near-cult status for the health-obsessed, consumers have started hunting for the perfect bacteria.

As a result, brand awareness – and the marketing that comes with it – has now made its way into the world of food cultures, according to Mauricio Graber, the chief executive of Denmark’s Chr Hansen Holding A/S, the world’s biggest maker of probiotic cultures used in foods such as cheese.