Biotiful Gut Health has launched a Greek Recipe Kefir with hopes of tapping into the growing Greek yoghurt market.
The new range (rsp: £3.50/450g) has launched in two variants: Whole Fat 3% and 0%.
It is the first major launch from the brand since its acquisition by Müller last year, and comes as Greek yoghurt and kefir continue to drive significant growth in the yoghurt category, growing at 22% and 31% respectively, according to Circana data.
The brand said that “by combining the familiarity of Greek yoghurt with the benefits of kefir in a single format, Biotiful’s Greek Recipe Kefir offers a new route into the category”.
Head of marketing for the brand Alessandra Zehnder said it was a “natural next step” and a “great opportunity for our retailer partners”.
“With Greek Recipe Kefir, we’re bringing together the creamy texture consumers love from Greek yoghurt with the billions of live cultures and naturally high protein, which have made kefir one of the fastest-growing areas of dairy,” she added. “It’s a genuinely differentiated innovation which delivers on taste, nutrition, and gut health in a single product.”
The launch is supported by research from Biotiful that found 78% of Brits consider gut health to be important, while 74% believe small daily habits are more effective than major lifestyle changes.
The research also found that 76% believe social media has created unrealistic expectations around wellbeing. More than half (52%) have abandoned healthy habits because they failed to see results quickly enough.
To promote the research, Biotiful has launched ‘The Confidence Report’. The paper is designed to share educational information on the importance of healthy routines, and provide practical guidance on building sustainable habits.
The report is supported by nutrition expert Dr Rupy Aujla and Olympic medallist Eilish McColgan, who are helping champion the brand’s message that lasting healthy habits are built through simple, sustainable daily choices.
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