Probi
Probi AB is a publicly traded Swedish probiotic research company (founded 1991, Lund) that develops and sells clinically documented probiotic dietary supplements based on patented Lactiplantibacillus and Lacticaseibacillus strains, distributing branded products in the Nordics and licensing strains to food and health companies across more than 40 markets worldwide.
- Company typePrivate
- Founded1991
- HeadquartersLund, Sweden
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Probi does
Probi AB is a Swedish probiotic research company founded in 1991 in Lund, built on lactic acid bacteria research conducted at Lund University since the early 1980s. The company develops and commercializes clinically documented probiotic dietary supplements based on four proprietary patented strains: Lactiplantibacillus plantarum 299v (LP299V), Lactiplantibacillus plantarum HEAL9, Lactiplantibacillus plantarum HEAL19, and Lacticaseibacillus paracasei 8700:2. The product portfolio spans five SKU families — Probi Original (gut health), Probi Immune (immune support for ages 3+), Probi Sense (gut-brain axis, mental performance), Probi Female (iron absorption for women of fertile age, pregnant, and breastfeeding), and Probi Active (bone health for adults 45+ and menopausal women) — supported by over 300 scientific articles, more than 80 clinical studies on LP299V alone, and over 350 global patents.
Probi operates a dual go-to-market model. In Sweden and the Nordics, the company sells branded finished products directly through pharmacy chains (Apoteket, Apotea, Apotek Hjärtat, Kronans apotek, DOZ, MEDS) and health stores (Hälsokraft, Svensk Hälskost, Matas in Denmark, Fitnesstukku in Finland), having taken in-house control of Swedish distribution in April 2023. Globally, Probi licenses its proprietary strains and finished products to food and health companies across more than 40 markets, including co-development alliances with Clasado Biosciences for synbiotic products and AB-Biotics for the vaginal health segment. Probi is publicly listed on Nasdaq Stockholm (sto:PROB), employs 101-250 people, and is headquartered in Lund, Sweden. In 2016, Probi acquired Nutraceutix for approximately $105 million to expand its US manufacturing and distribution footprint. Probi Original is described as Sweden's most sold probiotic supplement, with self-reported 9-out-of-10 user satisfaction.
Probi firmographics
Firmographics- Name
- Probi
- Legal name
- Probi AB
- Website
- https://probi.se
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Probi AB is a publicly traded Swedish probiotic research company (founded 1991, Lund) that develops and sells clinically documented probiotic dietary supplements based on patented Lactiplantibacillus and Lacticaseibacillus strains, distributing branded products in the Nordics and licensing strains to food and health companies across more than 40 markets worldwide.
- Ownership category
- akta.pro rank
Probi industry classification
Industry- Product category
- Probiotic dietary supplements
- NAICS
- Biological Product (except Diagnostic) Manufacturing (325414)
- SIC
- Biological Products, (No Disgnostic Substances) (2836)
- akta.pro primary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
- akta.pro secondary industry
- Probiotics (Human & Animal Strains, Spore-Formers, Synbiotic Bases) (AFAJAJAE)
Keywords
Where Probi is headquartered
LocationHeadquarters
- HQ city
- Lund
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Probi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations
Revenue model
- Consumer dietary supplement sales: Probi generates revenue through sales of its branded probiotic supplement products (Probi Original, Probi Immune, Probi Sense, Probi Female, Probi Active) sold through pharmacies, health stores, and e-commerce in Sweden and internationally. Since April 2023, Probi has controlled its own distribution in Sweden.
- B2B ingredient and licensing: Probi licenses its proprietary probiotic strains (LP299V, HEAL9) to food and health companies for use in finished products. Probi Original is sold in over 40 markets worldwide by leading food and health companies. The company also co-develops synbiotic solutions with partners like Clasado Biosciences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer dietary supplements - pricing varies by retailer |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Probi product offering
Product offeringCore offering
Probi is a Swedish probiotic research company that develops, manufactures, and sells clinically documented probiotic dietary supplements built on patented lactic acid bacteria strains (LP299V, HEAL9, HEAL19, 8700:2). The company sells five branded finished products (Probi Original, Immune, Sense, Female, Active) directly through pharmacies and health stores in the Nordics, and licenses its proprietary strains to leading food and health companies for use in functional foods and beverages across more than 40 markets worldwide.
Product overview
Probi is a Swedish research company specializing in probiotic dietary supplements. The product portfolio consists of five distinct probiotic formulations built on patented and clinically documented lactic acid bacteria strains: Probi® Original (gut health foundation product with LP299V®), Probi® Immune (immune system support with HEAL9 and 8700:2 strains), Probi® Sense (mental performance via gut-brain axis with HEAL9), Probi® Female (women's iron absorption with LP299V® plus iron/vitamins), and Probi® Active (bone health for 45+ with HEAL9/HEAL19/8700:2 plus vitamin D). All products are vegetable-based, gluten-free capsules or chewable tablets, except Immune which is a chewable tablet. The company maintains distribution across Sweden, Norway, Denmark, and Finland through pharmacies and health stores, with products available in over 40 markets globally through licensing partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Probi Original: Sweden's best-selling probiotic supplement based on patented probiotic Lactiplantibacillus plantarum 299v (LP299V), result of 30 years of Swedish research. Contains at least 10 billion live probiotic bacteria per capsule.
- Probi Immune
- Probi Sense
- Probi Female
- Probi Active
Products and services
- Probi Original Sweden's best-selling probiotic dietary supplement based on the patented Lactiplantibacillus plantarum 299v (LP299V) strain, containing 10 billion live probiotic bacteria per capsule. It targets gut flora balance and digestive health and is supported by over 290 scientific publications and 80+ clinical studies.
- Probi Immune
Quantifiable outcome
- 9 out of 10 users are satisfied with Probi Original
- +2 more outcomes
Companies that use Probi
Customer profileSegments5 records
Ideal customer profiles4 records
Probi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Probi partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Clasado BiosciencescoreProbi AB partnered with Clasado Biosciences in 2023 to co-develop synbiotic solutions combining Probi's probiotic strains with Clasado's prebiotic ingredients. This partnership leverages Probi's clinically documented probiotic strains and Clasado's expertise in prebiotic fibers to create combined synbiotic products.
- AB-BioticsminorStrategic partnership between Probi AB and AB-Biotics to advance probiotic strain development and clinical validation, particularly in the vaginal health probiotic supplements market segment.
- SymriseminorSymrise presented Health Active & Probi portfolios at Vitafoods Europe 2026, showcasing science-backed wellness solutions combining Symrise's health active ingredients with Probi's probiotic strains.
Scale indicators5 records
Recent moves6 records
Expansion highlights10 records
Probi competitors and assessment
Company assessmentDirect peers
- BioGaia: Swedish probiotic company also based on proprietary Lactobacillus strains with strong clinical documentation; competes directly with Probi in Nordic probiotic supplements and B2B strain licensing for functional foods and infant formula.
- Yakult Honsha: Global probiotic beverage company built on a proprietary Lactobacillus casei strain; competes with Probi in probiotic consumer health products and gut-health category positioning, though focused on fermented dairy drinks.
Emerging players
- AB-Biotics: Spanish probiotic company with proprietary strains for neurological, women's and metabolic health; has a partnership with Probi and competes in adjacent strain-specific probiotic applications.
Broad incumbents
- Lesaffre: Global yeast and fermentation products company with a growing probiotics business (via Gnosis by Lesaffre); competes in B2B probiotic ingredients and human nutrition markets.
- Procter & Gamble (Align): Multinational CPG company with Align probiotic supplement brand built on a proprietary Bifidobacterium strain; competes in the probiotic supplement category in North America and key markets.
- ADM (Biopolis / ADM Probiotics): Global nutrition ingredient major with probiotic strain portfolio (acquired Biopolis) supplying B2B customers; competes with Probi in B2B probiotic ingredients and supplement formulations.
- Lallemand Health Solutions: Major supplier of probiotic bacteria for human health and nutrition with documented strain portfolio; competes with Probi in probiotic ingredient licensing for supplements and functional foods globally.
- Danone (Activia, Actimel): Major multinational dairy and nutrition company with leading probiotic consumer brands; competes broadly with Probi in functional probiotic foods and supplements, and is also a potential B2B licensing partner.
- Chr. Hansen (now Novonesis): Global bioscience company producing probiotic cultures and strains for food, supplements, and animal health; one of the largest B2B probiotic culture suppliers and a direct competitor to Probi's strain-licensing business, though serving a much wider portfolio.
- Probi (acquired by Symrise in 2023) — Symrise Probi Health & Nutrition: Symrise Probi Health & Nutrition unit combines Symrise's flavor/fragrance scale with Probi's clinical probiotic strains; represents a global incumbent that both competes with Probi AB and licenses complementary strain portfolios.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Probi social profiles
Digital presenceProbi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Probi leadership team
Management profileNumber of profiles
Profiles5 records
Probi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Probi M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Probi
What does Probi do?
Probi is a Swedish probiotic research company that develops, manufactures, and sells clinically documented probiotic dietary supplements built on patented lactic acid bacteria strains (LP299V, HEAL9, HEAL19, 8700:2). The company sells five branded finished products (Probi Original, Immune, Sense, Female, Active) directly through pharmacies and health stores in the Nordics, and licenses its proprietary strains to leading food and health companies for use in functional foods and beverages across more than 40 markets worldwide.
Is Probi a public or private company?
Probi is a private company. It is classified as public and is currently operating.
When was Probi founded?
Probi was founded in 1991. It employs 101 to 250 people.
Where is Probi based?
Probi is headquartered in Lund, Sweden, in the Europe region.
How does Probi make money?
Two revenue lines are on record. Consumer dietary supplement sales are the primary driver. The others are B2B ingredient and licensing.
Who are Probi's main competitors?
Direct peers on record are BioGaia and Yakult Honsha. AB-Biotics is listed as an emerging player. Broad incumbents are Lesaffre, Procter & Gamble (Align), ADM (Biopolis / ADM Probiotics), Lallemand Health Solutions, Danone (Activia, Actimel), Chr. Hansen (now Novonesis) and Probi (acquired by Symrise in 2023) — Symrise Probi Health & Nutrition.
Does Probi have an API?
No public API is recorded for Probi.
What industry is Probi in?
Probi's product category is Probiotic dietary supplements. Its primary akta.pro industry code is CRADAGAF, Probiotics & Digestive Health Supplements, with a secondary code of AFAJAJAE, Probiotics (Human & Animal Strains, Spore-Formers, Synbiotic Bases). Its NAICS code is 325414 and its SIC code is 2836.