Increased understanding about the connection between digestive health and immunity now fuels demand for high fiber and probiotics in functional foods, according to “Boosting Immunity through Digestion” from Packaged Facts. Probiotics are being added to an increasing variety of foods, including bars.

EFFi Foods’ use of a non-dairy probiotic not only provides the benefits of a probiotic, but it also considers the needs of lactose-intolerant and vegan consumers.

“Using a non-dairy probiotic captures the lactose-intolerant consumer without sacrificing any taste or nutritional benefits,” Ms. Ayden said

The probiotic food and beverage segment accounted for more than 84% of the overall probiotics market in 2012, according to MarketsandMarkets, a global market research and consulting company based in Dallas.

Many consumers also seek foods that address special health concerns, such as gluten allergies or intolerance. Clif’s LUNA Bar recently transitioned all bars, making them gluten free.

“Now, whether consumers are gluten-intolerant, have celiac disease, or choose not to eat gluten for other health reasons, we have several products in the Clif portfolio to meet their needs,” Mr. Torres said.