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Biotiful debuts probiotic-packed Kefir Overnight Oats to boost gut health
Siân Yates

Siân Yates

24 June 2024

Biotiful debuts probiotic-packed Kefir Overnight Oats to boost gut health

UK-based kefir brand Biotiful Dairy is expanding its gut health product range with the launch of two new Kefir Overnight Oats variants, becoming the first brand to combine kefir with the on-trend breakfast option.


The two new flavours – Mixed Berry and Spiced Fruit – leverage the health benefits of kefir, which is made with billions of live cultures as well as calcium and vitamins to support gut health and immunity.


The kefir is combined with fibre-rich oats and fruits to create a naturally filling breakfast or snack option.


Natasha Bowes, CEO and founder of Biotiful, said: "This is yet another first-to-market launch for Biotiful Gut Health, and one that we are incredibly excited about. These two Kefir Overnight Oat products really do deliver breakfast with benefits – naturally filling, delicious and healthy, especially designed for front-of-store meal deals."


The new Kefir Overnight Oats range will be available in 150g pots with an RRP of £1.75. The products will first launch in ASDA stores on June 24, followed by roll-outs to Co-op Central, Whole Foods Market and Holland & Barrett on 1 July.


The launch comes as gut health continues to be a top health and wellness trend, with Biotiful's research showing that 74% of UK consumers are aware of the importance of gut health.


This has fueled strong growth in the kefir category, which has seen value sales rise by over 50% in the last three years, according to IRI data.


Moreover, research has indicated that 60% of food-to-go shoppers want healthier options, but feel the current choices are limited due to high sugar levels or artificial ingredients – presenting an opportunity for Biotiful's new naturally formulated Kefir Overnight Oats.


Biotiful has been an advocate for the UK kefir category since the brand's founding in 2012. The company now holds over 60% market share with its kefir drinks and has built the most comprehensive range of natural gut health products in the market, playing a key role in growing the UK kefir category from its infancy to nearly £100 million today.

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