YEO Valley are pleased to announce the extension of their popular organic Kefir ‘Love Your Gut’ range into Kefir Drinks. Launching in September in Saisnbury’s, Ocado and Waitrose with an MRRSP of £2.25. The 500ml bottles will be available in three flavours; Natural, Mango & Passionfruit, and Cherry.
Yeo Valley’s organic Kefir Drinks boasts 14 strains of live Kefir cultures to help consumers ‘Love their Gut’. These live cultures help maintain a diverse microbiome and therefore a healthy gut.
The market is continuing to see a trend where consumers are seeking products that support their gut health which is driving a strong growth in Kefir products. Yeo Valley Organic is the market leader in potted Kefir and has grown 33% in the last year to £11m as a result of reaching new consumption occasions via the introduction of new pack formats, such as the multipacks.
Justin Stanley-Duke, Brand Manager at Yeo Valley Organic added, “Insight highlights that consumers are looking for products that support their gut health and are becoming increasingly aware of the benefits of Kefir products. 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”.
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As a result of the pandemic there is a move to more hybrid working lifestyles whereby people are mixing working from home and office working. Consumers are now looking for tasty and healthy solutions that provide a quick start to their day.
Awareness will be driven through an integrated consumer communications plan with an aim to ensure more consumers become aware of Kefir and its potential health benefits.
The Kefir Drinks are part of a series of new product developments by Yeo Valley Organic, with soups, dips, and Little Yeos No Added Sugar pouches also due to launch into stores this September.
