UFIT hits 100m bottles milestone

The high-protein RTD, UFIT, has just surpassed 100 million bottles sold in the UK.

This achievement comes at a strong time for the protein drinks category, with the sector enjoying an increase of 34 per cent in the past year, showcasing the popularity of convenient, nutritious options within the RTD space.

Borne out of a frustration with the lack of healthy and accessible high-protein options, the UFIT brand has gone from strength to strength since launching in 2014, amassing a 40 per cent market share within protein RTDs.

“We’re extremely pleased and proud to have passed 100 million bottles of UFIT sold," said said UFIT founder and co-owner, Terry Adams. "The hard work put in by all our team members accounts for the growth of the brand over the past nine years, and this landmark sales achievement is a testament to UFIT’s quality and popularity.

“UFIT continues to see exponential growth, well ahead of the category growth rate. Our positioning as a brand with mass appeal has allowed us to continue to break down common misconceptions associated with protein, consequently driving category penetration and trial amongst the ‘protein curious’."

Since launch, UFIT has strived to push boundaries though continuous innovation, combining market leading nutrition with market leading taste to provide healthy, flavoured milk aimed at everyday consumers and busy lifestyles.

As more and more consumers look to live healthier lifestyles, protein is more "on trend" than ever, making it a must-stock for retailers. In addition to the RTD category, other areas of the protein sector are also booming, reflected in several exciting new developments for UFIT this year.

Adams added: “We’re at a very exciting point in UFIT’s journey. This year has seen the launch of not only a number of flavour extensions, but also the launch of our brand-new high protein puddings into another exciting, high growth category. Early sales have been extremely pleasing and we’re excited to add to this new range in the coming months.”

UFIT ready-to-drink protein bottles are available to convenience and forecourts with a RRP of £2 (330ml) and £3 (500ml).