Biotiful Gut Health has unveiled a branding revamp as it looks to capitalise on growth in the gut health category.
The overhaul includes a new brand tone of voice and visual identity, alongside updated packaging to improve shelf standout and make its products easier for shoppers to navigate, the company said.
The update was developed in partnership with strategic design consultancy Lewis Moberly and had been designed to provide a “platform for the brand’s next phase of growth”.
Biotiful said independent consumer testing showed the new design improved brand findability on shelf by over 15% (compared with competitor average) and by more than 13% versus the current packaging.
“This refresh marks an exciting new chapter for Biotiful,” said Biotiful head of marketing Alessandra Zehnder. “We wanted our visual identity to better reflect who we are today and what we’ve always stood for: making gut health accessible through simple, natural and high-quality products that taste great.”
The new branding and packaging will roll out across the UK from November and will be supported by social, retailer and PR activity.
The brand added that its recipes remained unchanged and would continue to “deliver the same great taste, high-quality ingredients and billions of live cultures that have helped establish Biotiful as the category leader”.
It comes as the market for kefir has grown 241% in value over the past five years, according to Circana [52 w/e 11 July 2026].
She added: “As the category continues to grow, we’re focused on supporting our retail partners, driving category growth and helping more consumers discover the benefits of great gut health.”
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