Dubai, UAE – 18th May 2026 — A new generation of targeted, science-led probiotics has arrived
in the UAE with the launch of SMART STRAINS®, a clinically proven range formulated by globally
recognised gut health expert Dr Megan Rossi and brought to the region by HealthNet MEA in
partnership with Nordic Pharma UK.
Designed to address a growing gap between cutting-edge microbiome science and the reality of
the consumer supplement market, SMART STRAINS introduces a strain-specific approach to
probiotic supplementation—moving beyond traditional “one-size-fits-all” formulations. Each
probiotic strain in the range has been carefully selected, with the correct dose and delivery
format needed to support specific health needs and life stages.
Created to give consumers the right strain, at the right time, in the right way, SMART STRAINS®
is a family of four products that uses carefully selected, clinically proven live bacterial strains,
backed by international health bodies, with clean label formulations. The range is made up of
four targeted solutions:
• for your immune system
• for when you’re on antibiotics
• for fussy babies
• and for your vaginal microbiome.
The UAE launch begins with SMART STRAINS For Your Immune System, distributed exclusively
by HealthNet MEA in the Middle East region, introduces a smarter, more targeted way to support
everyday immune health in the UAE. Additional formulations are expected to follow in a
structured rollout over the coming months. Available here: www.smartstrains.ae
“Each strain of bacteria performs a unique function and must be delivered in the right way to
have a meaningful impact,” said Dr Megan Rossi. “SMART STRAINS has been developed to
bridge the gap between the latest scientific understanding and what is currently available to
consumers—making evidence-based gut health support more accessible, practical, and
reliable.”
Dr Rossi adds: “Think about it this way: you wouldn’t take an iron supplement to treat a vitamin
D deficiency, so why would you treat your gut with a generic supplement that doesn’t address
your needs? The latest science shows us how crucial it is to get specific – something I
discovered some years ago during my PhD in Probiotics. But since then, I’ve been deeply
frustrated that despite the scientific world’s progress in understanding the uses of live bacteria
in certain need states, the formulations I wanted to give my patients just weren’t available.”“SMART STRAINS was designed to challenge the status quo in the probiotic category. By
focusing on science-backed strain specificity, rather than quantity, this product range reflects
our firm belief that probiotic supplementation should be deliberate, science-led, and relevant to
real-world needs – e.g. delivering the right strain, at the right time, in the right way, and only
when it’s needed.” – Nordic Pharma, UK.
“Current brands on the market – even those that claim to be ‘condition-specific’ – either throw
too many strains in the mix (which then compete against each other), or don’t use the right strain
for the condition. Additionally, most products available today are not backed by clinical trials.
Surprisingly, many leading brands also include additives like emulsifiers and added sugars –
even those targeted at babies and infants – which go against fundamental gut health principles.
With SMART STRAINS, we’re changing the narrative because I believe if we have the science to
do better, we must use it.” – Dr Megan Rossi
For HealthNet MEA, the launch marks the introduction of a differentiated, high-quality wellness
product into the UAE’s evolving healthcare landscape. “This launch brings clarity and credibility
to a highly fragmented category,” said a spokesperson for HealthNet MEA. “SMART STRAINS
combines innovation, quality, and scientific rigour, offering a more structured and effective
approach to probiotic supplementation. We are proud to introduce this concept to the UAE and
to support its expansion across the region.”
