Probi

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.

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

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

• Probiotic supplements
• Probiotic dietary supplements
• Lactic acid bacteria
• Gut health supplements
• Functional food ingredients

Headquarters

HQ city

Lund

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Clasado BiosciencescoreStrategic or Co-development Partner · 1 January 2023Probi 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 or Co-development PartnerStrategic partnership between Probi AB and AB-Biotics to advance probiotic strain development and clinical validation, particularly in the vaginal health probiotic supplements market segment.
• SymriseminorGTM or Marketing PartnerSymrise 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

Direct 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

• Facebookfacebook.com/147576465294385
• LinkedInlinkedin.com/company/probi-ab
• Instagraminstagram.com/probi.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Probi