This Autumn, the UK’s leading Kefir brand, Biotiful Gut Health, launches the first-ever Brand Ambassador Programme to help Convenience stores champion Gut Health. In a campaign dubbed ‘Paint the Store Green’, category innovator Biotiful will help Convenience retailers put Gut Health centre stage.
Increasing consumer demand for healthier food is generating strong performance in Yogurts with total market value sales growing at +8% [Circana]. Trends such as Gut Health are driving the majority of this growth as shoppers actively seek out less processed, functional yogurts. As result Kefir is currently the fastest growing sub-category in Yogurts, with value growth at +33% [Circana] and volume growth at +31% [Circana].
Biotiful Gut Health is driving that growth, and is now the fastest growing brand in Yogurts, up +43% yoy, and the ninth largest brand in Yogurts overall. [Circana].
A recent Fed Inner Circle Event hosted by Biotiful Gut Health together with Retailers Booker, Bestway, Co-Op, One Stop, and SPAR Blakemore highlighted the need for a Health Champion within the Convenience sector. As such Biotiful have appointed a ‘Gut Health Hero’ for each store group, someone who will advocate the new ‘Perfect Store’ Guidelines which will be published in next month’s Convenience Store Magazine. This will showcase the incremental and high growth opportunity that is Gut Health, within the Yogurts category in Convenience.
For four weeks in October/November, Biotiful will support retailers with enhanced POS packages and health focussed social media content.
Commenting on the activations, head of out of home for Biotiful Gut Health, Melanie Tucker, said: “We are incredibly proud to have spearheaded these important discussions about health in convenience together with the FED. The numbers speak for themselves – consumers want access to natural, clean, great tasting products in convenience, and together with our retail partners, at Biotiful Gut Health we are on a mission to make this happen.”
The Fed’s National President Mo Razzaq said: “With so many shoppers looking to adopt healthier diets, the Fed is proud to partner with Biotiful to make its award-winning Gut Health products even more accessible to the convenience sector.
At a recent and successful round table meeting, the Fed and eight of our members were able to provide useful insight to help Biotiful shape its strategy for building sales in independent convenience stores and we will now be following Biotiful’s Brand Ambassador Programme with interest.”
For over a decade, Biotiful Gut Health has been perfecting Kefir products based on an authentic 2000-year-old recipe, with British milk and billions of live cultures. Pioneering the Kefir category in the UK, they hold nearly 70% market share with their Kefir Drinks and now have the most comprehensive range of natural Gut Health products in the market. Biotiful has been instrumental in growing the UK Kefir Category from its infancy to nearly £100m today.
