Products containing probiotics, or “friendly” bacteria similar to those found in the human digestive system, are apparently a growing trend in foods designed to boost health, according to the Associated Press.

Items such as supplement pills, yogurts, smoothies, snack bars and cereals, even baby formula and chocolate, come with vague health claims of “regulating your digestive health” or “strengthening your body’s defenses,” AP reports. And companies such as Dannon and Kraft have jumped on the “good bacteria” bandwagon.

Experts say probiotics are generally safe, and in some cases might be helpful, AP says.  It’s a growing trend that reflects an increased understanding of the role that naturally occurring intestinal bacteria play in health. More research is needed though. This week, the National Institutes of Health is hosting a conference where top scientists will discuss recent advances, AP reports.

It’s all part of an effort to capitalize on an obsession with health foods. Probiotics are already popular in Europe, Asia and South America, AP says.  There are also “prebiotics,” which contain fiber and other nutrients that feed probiotic bacteria.

AP reports that this is definitely a growing trend. More than 150 probiotic and prebiotic commercial food products have been introduced in the U.S. so far this year, compared with about 100 last year and just 40 in 2005, they say.