Yeo Valley has become the latest dairy brand to move into the booming kefir market with the launch of a new range of yoghurts.
The organic dairy brand launched a range of three kefir yoghurts in strawberry, natural, and mango & passionfruit flavours into Sainsbury’s last week (rsp: £1.50/350g).
Made with milk supplied by organic dairy co-op Omsco, the products contain up to 4.7g of protein per 100g.
The range also includes raspberry and blueberry flavoured variants, which are currently not listed in Sainsbury’s. A selection of the new lineup will also go on sale in Waitrose from September and Tesco in November.
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Each variant contains 14 different live cultures, which the supplier says is an industry-leading effort. This compares with 13 in The Collective’s kefir drinks, though Bio-tiful Dairy claims more than 40 different strains of beneficial bacteria in each batch of its kefir.
“Given the importance of the gut health trend and appearance on the mainstream shelves of a few kefir drinks, we believe there is a place on the market for a spoonable organic version,” said Yeo Valley head of brand development Sebastian Rusu.
It comes as The Collective gears up to launch a range of kefir yoghurts in October following the success of its kefir drinks range, which launched in April.
The global kefir market is predicted to hit £1.5bn over the next five years, with the UK estimated to take a slice of the market worth £34m per year [Coherent Market Insights: Kefir Market Report November 2017 and Stratistics MRC: Global Kefir Market Report October 2017].
The Grocer highlighted eastern European staple kefir as a key food trend to watch in 2018 in January. In addition to The Collective’s launch, this year has already seen NPD in the form of Bio-tiful Dairy’s kefir quark pots. Arla launched its own kefir drink earlier this month, while M&S launched an own label variant earlier this year.
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