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Biotiful Gut Health is expanding beyond its core kefir range with the launch of Greek Recipe Kefir, combining the thick, creamy texture of Greek yogurt with the live cultures and gut health credentials of kefir.
The new range launches nationwide in two variants – Greek Recipe Kefir Whole Fat 3% and Greek Recipe Kefir 0% – as Biotiful targets two of the strongest-performing segments in dairy.
According to Circana data cited by the brand, the Greek yogurt category is growing by 22%, while kefir is up 31%, creating an opportunity for retailers to capitalise on consumer demand for products combining taste with functional health benefits.
Biotiful said the new product is designed to bring together the familiarity of Greek yogurt with the nutritional and gut health attributes associated with kefir.
The new SKUs feature the thick and creamy texture traditionally associated with Greek yogurt, alongside billions of live cultures from kefir. The company said the richness comes from the fermentation process, without the addition of extra cream.
The products are also naturally low in fat while high in protein, positioning the range around the combination of taste, nutrition and gut health.
Alessandra Zehnder, head of marketing at Biotiful Gut Health, said: “Greek yogurt and Kefir are two of the most exciting growth stories in dairy today, so bringing them together felt like a natural next step for the category, as well as presenting a great opportunity for our retail partners.”
She added that the new product brings together the texture of Greek yogurt with the live cultures and naturally high protein associated with kefir.
The product launch is being supported by new research commissioned by Biotiful, which found that 78% of UK adults consider gut health important.
The research also found that 74% believe small daily habits are more effective than major lifestyle changes. At the same time, 76% said social media has created unrealistic expectations around wellbeing, while 52% said they had abandoned healthy habits after failing to see results quickly enough.
To build on these findings, Biotiful has launched The Confidence Report, an educational initiative focused on the importance of healthy routines and practical approaches to developing sustainable habits.
Nutrition expert Dr Rupy Aujla and Olympic medallist Eilish McColgan are supporting the initiative and the brand's message around consistent daily habits rather than quick-fix approaches.
Biotiful Greek Recipe Kefir is available in 3% and 0% fat variants in a 450g format.
The products have an RRP of £3.50 and are launching nationwide as the brand looks to build on its position in the UK kefir market.
