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.
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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