Me and My Brand: Vince Lawson of Biotiful Gut Health

Can you please give an overview of your brand

Biotiful Gut Health was founded by figure skater and entrepreneur Natasha Bowes in 2012. Since creating the Kefir category in the UK, we’ve now got over seven million consumers improving their health with our delicious Kefir and are the number-one Kefir brand in the UK.

We believe natural Gut Health is the catalyst for good health and want to make this accessible for all. Kefir is one of the most natural ways to improve Gut Health and our Kefir is made using the highest quality ingredients, our unique blend of live cultures and no artificial additives.

How is your brand currently performing?

Biotiful is performing really strongly! We’re growing at +41per cent¹, making us the fastest growing yogurt brand in the UK. We’re the #1 brand in Kefir overall, have #1 best-selling products in both Kefir Drinks and Kefir Spoonable – and are now the ninth largest Yogurt brand in the UK. Watch out #8, we’re coming for you!

How is the Kefir market currently performing?

Gut Health has truly entered the mainstream: 84 per cent of consumers are now actively managing – or recognising the need to manage – their Gut Health ².

Consumers are increasingly recognising Kefir as the most natural Gut Health solution (46 per cent of consumers). As a result, the Kefir market is up +33 per cent in value YOY, and is the fastest growing category in dairy in both value and volume³.

It’s incredible to think that before Biotiful, the Kefir category didn’t exist in the UK – and now it’s worth over £100m.

Do you have any new product development?

We continue to lead innovation in natural Gut Health and Kefir, which has been a major driver of our growth over the last year with a number of world first innovations. For example, our two new Kefir Overnight Oats products – the first time that anyone has combined the Gut Health benefits of Kefir and the trending breakfast dish with fibre-rich oats and fruit.

We’ve also launched our new High-Protein Kefir Drinks range, with 20g natural protein per serving, recognising that there is a huge consumer demand for natural protein without additives, plus the added benefits of Gut Health.

And if that wasn’t enough, we’re also taking Gut Health out of the chiller and into the ambient aisle with the launch of our versatile Gut Health Meal Boosters – combining our unique blend of live cultures with fibre-rich oats that can be added to any meal.

How are you supporting your brand and NPD?

2024 saw the launch of our biggest national campaigns to date, including TV and outdoor advertising. We have also worked extensively with influencers and ambassadors – taking them on their own Gut Health journeys to demonstrate the positive impact regular Kefir consumption can have on their lives.

We’re also delighted to be working with the elite performance nutritionists at many of the UK’s leading sporting teams as they recognise the importance of good Gut Health in improving athletic performance. We’re now the Official Gut Health partner of Wolverhampton Wanderers FC, Gloucester Rugby, British Judo and British Taekwondo.

Industry recognition is also important to us, so we’re particularly pleased to see the brand receiving two Great Taste Awards, a Quality Food Award and eight Grocer New Product Awards in 2024 – showing that consumers can improve their Gut Health without compromising on quality or taste.

How important are independent retailers to your brand?

There are 40,000 Convenience stores covering the whole breadth of the UK – this is a key route to market for the Biotiful brand. Consumers are demanding natural Gut Health solutions so it’s great to see Independent Retail getting on board with that as a trend.

At a recent FED roundtable, convenience stores told us that their shoppers want healthier options for on-the-go. As a result, we’ve put together a Brand Ambassador programme within Independent Retail – working with specific convenience stores to put Gut Health at the forefront for their shoppers. This has already had a positive impact on sales – and we will look to continuing this into 2025.

What trends are occurring in the sector?

One key trend is the area of in-store merchandising. In recent years we’ve seen all the grocery retailers establishing specific Gut Health bays in store to make it easier for their shoppers to find Gut Health solutions – with some retailers creating specific Kefir bays.

Now this trend has started within convenience retail as well – with more and more Independent retailers establishing Gut Health areas within their dairy fixtures, making it easier for shoppers in this sector to find what they are looking for.

Describe your brand in three words …

Natural. Delicious. Authentic.

¹ Circana, 29.9.24(latest 12 weeks)

² MAC research 2024, Onepoll 2024

³ Circana, 29.9.24(latest 12 weeks)