Biotiful NPD Feb 2022

Source: Biotiful 

Rolled out over the course of this year, the kefir yoghurts are made from British milk, contain no added sugar and are said to contain over seven billion live cultures

Kefir brand Biotiful has announced plans for a major expansion of its yoghurt and drink ranges this year, with a raft of NPD and range extensions designed to make gut health “accessible to everyone”.

A trio of single-serve 130g yoghurts in Raspberry & Pomegranate, Madagascan Vanilla and Morello Cherry flavours will go on sale in national retailers from May (rsp: £1), the brand said.  

Made from British milk and flavoured with real fruits, the kefir yoghurts are said to contain over seven billion live cultures and are compliant with new HFSS rules.

Joining the NPD is a 350ml Plant Based Oat Kefir Yogurt – which follows the launch of a plant-based liquid line in 2021 – and will be available to retailers in Vanilla, Cherry and Original flavours later this year.

Biotiful has also expanded its 500ml liquid kefir range with a new Coconut yoghurt drink in Waitrose this week (rsp: £2.25), with other retailers to follow.

Meanwhile, a Madagascan Vanilla 400g Kefir yoghurt pot (rsp: £1.75) will also go on sale in Waitrose in March, aiming to capitalise on the success of other vanilla products sold by the brand – such as its kefir drink – which it said boasted a “strong repeat rate” of 26% from shoppers.

Biotiful Dairy’s Natasha Bowes on promoting gut health with plant-based kefir

The new lines were part of the brand’s ongoing mission to make it as easy as possible for consumers to incorporate gut-health focused food and drink into their diets, Biotiful said.

In 2020 alone, it combined kefir with cheese cultures for a range of spreadable kefir pots, created the enhanced cultures count kefir drinks-in-a-‘shot’ format, and rolled out a range of full-sized kefir yoghurt pots.

The brand then built on this activity in 2021 with the launch of its plant-based kefir drinks in the autumn, which followed the unveiling of products such as its Kefir + Coffee iced coffee range last March.

“Kefir actively benefits your overall health and is easy to include in your daily diet,” said Biotiful founder Natasha Bowes, who added the brand’s aim was to ensure “we offer the highest quality kefir products in the most relevant formats and flavours, to suit everyone’s needs”. 

The launch of the new yoghurt lines will be supported by a nationwide above the line advertising campaign in May dubbed ‘Biotifully You’, which will “celebrate diversity and encourage consumers to support their gut health”, said the brand, which is also celebrating its tenth anniversary in March. 

It comes after a strong year for the brand in 2021, with data from The Grocer’s Top Products report [NielsenIQ 52 w/e 11 September] showing its yoghurt drinks alone enjoyed a 45.5% increase in value sales to £23.5m.