A probiotic supplement combining three distinct gut-health components has secured shelf space in every Costco warehouse in the United States. Physician's Choice began selling its 60 Billion Probiotic® Advanced in all 625 U.S. Costco locations on August 3, priced at $39.99 for a 75-count bottle — a distribution footprint that signals growing mainstream retail demand for advanced gut-health formulations.
What's in the Formula
The product packages probiotics, prebiotics, and a postbiotic into a single daily capsule, a format increasingly favored by brands looking to simplify supplement routines for consumers. The probiotic component delivers 60 billion colony-forming units (CFUs) across 10 strains, including B. lactis Bl-04® (HOWARU®) and B. lactis HN019™ (HOWARU®), both cited by the company as having been examined in clinical research. The formula also includes 20 mg of heat-treated L. gasseri CP2305 as the postbiotic ingredient, which the company says was selected based on clinical study in digestive and general wellness contexts.
"We developed 60 Billion Probiotic® Advanced to bring probiotics, prebiotics, and a postbiotic together in a single daily capsule," said Logan Cheirotti, founder and CEO of Physician's Choice. "Launching the product nationwide at Costco will make the formula available to members across the United States."
Retail Reach and Operator Relevance
For buyers and category managers in foodservice and retail, the Costco rollout reflects a broader shift in the supplement aisle: consumers are actively seeking products that consolidate gut-health benefits rather than stacking multiple SKUs. The warehouse club channel, with its high-volume, value-oriented shopper base, gives the brand immediate national scale without fragmented regional rollouts.
The move is also notable for hospitality and wellness-focused operators tracking ingredient trends. Postbiotics — the newest of the three components — have been gaining traction in beverage industry analysis and functional food development, as formulators look to stabilize and commercialize fermentation-derived ingredients at scale. The inclusion of a clinically studied postbiotic alongside established probiotic strains may accelerate consumer familiarity with the ingredient category broadly.
For supplement and natural products buyers, Costco's warehouse format demands products with strong velocity and a compelling value equation. At $39.99 for 75 capsules, Physician's Choice is positioning 60 Billion Probiotic® Advanced as an accessible daily-use item rather than a premium niche product — a strategic choice consistent with the chain's membership model.
Our restaurant technology coverage has tracked how wellness and functional nutrition are increasingly intersecting with foodservice menu development, as operators respond to consumer demand for gut-health-forward offerings. Launches like this one signal where ingredient R&D investment is flowing in the broader food and beverage supply chain. Coverage of this sector is also regularly featured in Food & Beverage Magazine, which tracks functional ingredient trends across retail and foodservice.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
