Rude Health has expanded into Asda with its chilled range, meaning the brand is now stocked across all the traditional ‘big four’ supermarkets, as well as Waitrose.
The Oddlygood Group-owned brands’ Chilled Oat with Calcium (rsp: £2.30/1l) and Chilled Almond with Calcium (rsp: £2.30/1l) drinks will roll into Asda this week.
Rude Health described the oat variant as “creamy” with a “toasted maltiness and a natural sweetness”. It said the almond SKU was “silky smooth” and made with “the finest Sicilian almonds”.
Like the rest of Rude Health’s products, the drinks have been made with natural ingredients, along with added calcium, and contain no added sugar.
Research from Oddlygood found that confidence in natural ingredients was the second biggest factor in persuading low-frequency drinkers of plant-based drinks to increase their consumption.
The development comes as Rude Health’s chilled range has grown 50.2% in value over the past year, according to the brand, ahead of the wider chilled plant-based category, which has edged up 1.1% to £164m.
Wider Rude Health brand growth has also increased 18.9% year on year.
“Bringing our chilled Oat and Almond Drinks with Calcium to Asda marks an exciting milestone for Rude Health, making the range available to even more shoppers across the UK,” said Oddlygood Group UK country manager Sam Maguire.
“At Rude Health, we’ve always believed that delicious starts with real ingredients, and this new listing means even more shoppers will be able to discover our chilled range.”
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