Plant-based milk brand Gut Instinct has sold a significant stake to brand accelerator investment group Inc Retail to fund growth and a rebrand.
The plant-based products maker has sold a 42% stake to Inc Retail, which will roll out the brand across its existing network of Chop’d quick service eateries.
As part of the deal, Grindsmith Coffee Roasters will also join in the partnership, which will see Gut Instinct become the exclusive alternative milk option in all nine of the group’s stores and Grindsmith’s founders taking a stake.
Gut Instinct is currently sold via Amazon and DTC channels and in supermarkets in the UAE.
The investment will support a “complete rebrand” and a new gut-focused product range, targeted at benefiting gut health.
“Our goal is to bring to market a range of quality plant-based products that have tangible gut health benefits, and Inc Retail can accelerate our growth plans and expand distribution,” said Gut Instinct founder Chris Joll.
Jack Mason, CEO of parent company Inc & Co added: “With the global oat milk market size projected to reach £4.8bn by 2026, Gut Instinct is ready to take a cut of that market with its vitamin-rich, healthy milk alternative.”
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