Award-winning gut health food brand, Bio&Me, founded by leading gut health expert Dr Megan Rossi, BSc, PhD RD (aka The Gut Health Doctor), has relaunched its ‘Good For Your Gut’ Flapjack Oat Bars with a fresh new look, reformulated recipes, and a ‘Love Us Or We’re Free’ promotion designed to drive consumer trial.
Landing on shelves from now, the revamped bars boast tastier soft-baked recipes, along with improved packaging to deliver greater standout on shelf. In line with Dr Megan’s scientific research, the bars, which are also gluten free, pack a powerful 100% plant-based punch of ingredients including the likes of wholegrain oats, almonds, pumpkin seeds and calcium-rich seaweed, with no added sugars, artificial sweeteners, palm oil or preservatives.
Available in three delicious flavours – Toffee Apple, Berry Boost, and Cocoa Hazelnut (RRP £2.95/3x38g multipack and RRP £1.20/38g individual bars) – the bars have been designed to offer consumers a nutritious and convenient snacking option. While some ‘healthier’ popular bars on the market are made up of as much as 30% sugar, each Bio&Me bar contains just 5 to 6% of naturally occurring sugars from whole fruit.
To support the relaunch and encourage both new and returning customers to experience the updated recipes, Bio&Me is launching an on-pack ‘Love Us Or We’re Free’ promotion across the three multipacks, available from Sainsbury’s, Tesco, and Waitrose stores. The initiative invites shoppers to try the bars risk-free: if they’re not satisfied, they’ll receive their money back in full. To claim, customers simply scan the QR code inside the pack’s fold-out sticker, upload proof of purchase, and leave a short 30-word critique of the bars.
The on-pack promotion can be found in stores from now, and will run for three months.
Bio&Me continues to go from strength-to-strength as one of the UK’s most trusted names in gut health. Based in Chester, the brand – known for its award-winning range of gut-loving granolas, porridges, mueslis and live kefir yoghurts – kicked off 2025 with record-breaking sales. Having just surpassed £20 million in retail sales, up 77% year-on-year, the business is firmly on track for its strongest year to date.
Jon Walsh, Bio&Me co-founder and CEO, says: “We developed the new look and recipes with customer feedback front and centre, with the clear intention of making these bars the absolute best they can be in terms of taste, nutrition, and shelf appeal. We believe the promotion will help lower the barrier to trial and accelerate rate of sale, reflecting our commitment to delivering gut health products that truly deliver.”
“Here at Bio&Me, we’re on a mission to make good health deliciously easy,” says Dr Megan Rossi, Bio&Me co-founder. “The snacking aisle is full of bars that look healthy on the surface, but many are still packed with added sugars – often hidden behind exotic-sounding names like ‘coconut sugar’ or ‘brown rice syrup’. According to the science, our bodies still treat them like standard sugar. Our trio of oat bars tick all the boxes, and we’ve worked really hard on these new recipes. I can’t wait for people to try them.”
