Tesco is to launch an own-label range dedicated entirely to gut health in the new year, The Grocer understands.
The supermarket has applied to register the name ‘Gut Sense’ as a trademark with the Intellectual Property Office, across a swathe of categories.
The categories span class five for probiotic supplements; class 29 covering kefir; class 30 for cereal bars; class 31 covering nuts; and class 32 for beverages containing vitamins.
While Tesco declined to comment, The Grocer understands the activity relates to a new gut health range that is planned for 2025.
The supermarket has made concerted efforts to bolster its offering of branded gut health products over recent months.
For instance, it listed The Gut Stuff’s high-fibre fruit and nut bar multipacks – in Cocoa & Hazelnut, Peanut Butter and Sea Salt & Caramel (rsp: £3/3x35g) – in September.
Earlier this month, Tesco listed Bio&Me’s Super Nutty and Fruit & Nut (rsp: £3.50/450g) mueslis across 550 stores. This took the brand’s total number of products listed in the retailer to 18, two years after its first Tesco listing.
Tesco isn’t the only grocer hoping to capitalise on the booming gut health market, which was valued at $51.6bn globally in 2023, and is projected to reach $68.2bn by 2030 [Grand View Research].
M&S partnered with nutrition company Zoe at the beginning of 2024 to launch its milk-based Gut Shot (rsp: £2/150ml), containing over five billion live cultures from 14 strains of bacteria.
In September, Waitrose trialled the display of yoghurt and health drinks under ‘gut health’ signage.
Leading fmcg manufacturers are also hoping to get in on the action. Nestlé Health Science this month launched a probiotics range, Garden of Life, into over 600 Holland & Barrett stores.
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