Yeo Valley Organic has extended its ’Love Your Gut’ potted kefir range into kefir drinks for the first time.
The drinks will be available in Natural, Mango & Passionfruit and Cherry flavours (500ml/rsp; £2.25) and will be stocked from September in Sainsbury’s, Ocado and Waitrose.
The kefir products contain 14 strains of live kefir cultures to help consumers maintain a diverse microbiome and healthy gut.
The NPD joins what Yeo Valley descrbed as the “market leader” in potted kefir, which had grown sales by 33% in the past year to £11m as a result of reaching new consumption occasions with the introduction of new pack formats, such as multipacks.
“Insight highlights that consumers are looking for products that support their gut health and are becoming increasingly aware of the benefits of kefir products,” said Justin Stanley-Duke, brand manager at Yeo Valley Organic.
“We saw this as an important opportunity to extend our kefir range to drinking kefir that will provide more in terms of taste, affordability and sustainability.”
Yeo Valley will be increasing awareness through an integrated consumer communications plan with an aim to ensure more consumers become aware of kefir and its potential health benefits.
The launch follows an announcement by the brand earlier this month that it would be expanding into soups and dips for the first time from September.
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