Several companies have attempted to trademark particular strains, and as a marketing technique, have invented scientific-sounding names for the strains.
Danone (Dannon in the United States) markets the subspecies strain as Bifidus Digestivum (UK), Bifidus Regularis (US and Mexico), Bifidobacterium Lactis or B.L. Regularis (Canada), DanRegularis (Brazil), Bifidus Actiregularis (Argentina, Austria, Belgium, Bulgaria, Chile, Czech Republic, France, Germany, Greece, Hungary, Israel, Italy, Kazakhstan, Netherlands, Portugal, Romania, Russia, South Africa, Spain and the UK), and Bifidus Essensis in the Middle East (and formerly in Hungary, Bulgaria, Romania and The Netherlands) through
Activia from Safi Danone KSA. One notable example involved Danone’s attempt to enforce a trademark on an invented probiotic strain name. Danone held a trademark for “Bifidus Essensis”, which it used in marketing its Activia products, and sued
Glanbia after the launch of
Yoplait “Essence” products in the Irish market, claiming trademark infringement. In 2007, the Irish Commercial Court ruled against Danone, finding that the “Essensis” trademark had not been genuinely used as a product brand in the relevant market and ordering its revocation in that context.
Chr. Hansen A/S from Denmark has a similar claim on a strain of
Bifidobacterium animalis subsp.
lactis, marketed under the trademark BB-12.
Lidl lists "Bifidobacterium BB-12" in its "Proviact" yogurt.
Bifidobacterium lactis Bl-04 and Bi-07 are strains from
DuPont's
Danisco FloraFIT range. They are used in many dietary probiotic supplements. Theralac contains the strains
Bifidobacterium lactis BI-07 and
Bifidobacterium lactis BL-34 (also called BI-04) in its probiotic capsule.
Bifidobacterium animalis lactis HN019 (DR10) is a strain from
Fonterra licensed to DuPont, which markets it as HOWARU Bifido. It is sold in a variety of commercial probiotics, among them
Tropicana Products Essentials Probiotics, Attune Wellness Bars and NOW Foods Clinical GI Probiotic. Fonterra has a yogurt that is sold in New Zealand called Symbio Probalance, where the strain is labelled as DR10. == Research ==