Many bifidobacterial strains are currently exploited as probiotic, or health-promoting, bacteria by the food and pharmaceutical industries. However, the molecular mechanisms responsible for these beneficial effects on human health are generally poorly investigated and not properly understood. Therefore, the health-promoting activities of probiotic bacteria must be clinically investigated in order to satisfy regulatory agencies and to address public demands for effective and scientifically supported probiotic therapies. Here, we describe the current situation regarding Bifidobacterium bifidum strain PRL2010, and discuss evidence supporting its use as an effective probiotic for infants and expectant mothers.