Tesco has doubled its Biotiful Gut Health offering and launched an entire bay dedicated to kefir.
The supermarket has increased the range supplied by Biotiful from seven to 15 SKUs.
This expansion was said by the brand to contribute to Tesco’s commitment to making functional, health-focused products more accessible while supporting its ‘Destination Health’ strategy, aiming for at least 65% total sales to come from healthier products by 2025.
“This exciting move from Tesco supported by a new bay dedicated to kefir, will help bring the benefits of kefir to millions of new shoppers across the UK, making it easier than ever for people to enjoy good gut health,” said Natasha Bowes, founder and CEO of Biotiful Gut Health.
As part of the move, Tesco is listing Biotiful’s Kefir Drink Mango along with its Kefir Yoghurts in Original, Raspberry and Vanilla, Yoghurt Multipacks in Cherry and Peach and Biotiful Delightful Kefir Drinks in Banoffee Pie and Caramelised Biscuit.
Other brands are also included in the bay, including Yeo Valley, Bio&Me and Activia.
“We know how important eating healthily is for our customers and we want to make sure they can shop conveniently for everything they need,” said Hollie Bulmer, Tesco buying manager for yoghurts. “By signposting gut-health and kefir products in more than 300 Tesco stores we are supporting people looking for more support to maintain good digestive health, particularly with the gut influencing so many bodily functions.
“Bringing out a range of new Tesco Gut Sense Kefir drinks and yogurts was also an important part of providing choice for our customers with each one available for under £2.”
The tie-up echoes a similar partnership between Biotiful and Sainsbury’s in 2020 after it created a ‘gut health hotspot’ in more than 100 stores.
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