Rude Health is expanding its chilled range into Asda after delivering 50.2% growth across its chilled portfolio over the past year.
The brand’s Chilled Oat Drink with Calcium and Chilled Almond Drink with Calcium will land in Asda chilled aisles from this week, marking a major step in its retail expansion.
The Chilled Oat Drink with Calcium (RRP: £2.30) is a classic, creamy oat drink with a toasted maltiness and a natural sweetness, while the Chilled Almond Drink with Calcium (RRP: £2.30) is a silky-smooth drink made with the finest Sicilian almonds. Like the rest of the Rude Health range, both are made with just a handful of carefully selected natural ingredients, with the added benefit of being high in calcium. Both products contain no added sugar or artificial ingredients and offer shoppers a versatile option across cereal and porridge, baking and cooking, smoothies and tea and coffee. The two products form part of Rude Health’s expanding chilled portfolio, which also includes Coconut, Hazelnut and Soya Drinks fortified with Calcium.
The listings mean Rude Health is now stocked across Waitrose and all of the traditional big four – Tesco, Sainsbury’s, Morrisons, Asda – and build on significant momentum for both its chilled lineup and the wider brand.
Over the past year, Rude Health’s chilled range has grown 50.2% in value – well ahead of the wider chilled plant-based category, which has edged up 1.1% to £164m. The wider Rude Health brand has grown 18.9% year on year, continuing to outperform the plant-based category.
Sam Maguire, UK country manager, Oddlygood Group, said; “Bringing our chilled Oat and Almond Drinks with Calcium to Asda marks an exciting milestone for Rude Health, making the range available to even more shoppers across the UK.
“At Rude Health, we’ve always believed that delicious starts with real ingredients, and this new listing means even more shoppers will be able to discover our chilled range.”
The growth comes as premium and smaller brands continue to gain traction in chilled plant-based drinks, with shoppers increasingly looking for products that deliver on taste, health, quality and natural ingredients. Research from Rude Health’s parent company, Oddlygood Group, found that confidence in natural ingredients is the second biggest factor that would persuade low users of plant-based drinks to increase their consumption, while more than half (53%) of lapsed plant-based drinkers say they are likely to return to the category. Together, this highlights the opportunity for retailers to drive category growth through differentiated, premium propositions that can entice shoppers back into plant-based drinks.
