Three strong range to launch in September with Waitrose & Asda

Biotiful, the UK’s No.1 kefir brand, today confirms it’s first foray into plant-based with the launch of the world’s first range of Plant-Based Oat Kefir Drinks. Pioneering a completely new category, by bringing together 2 mega trends of kefir & plant-based, Biotiful has used its authentic expertise in Kefir to create a delicious, fermented, dairy-free drink. Made using the brand’s ancient fermentation process and billions of vegan cultures, the new oat drinks are a smooth, delicious alternative to its core kefir offering.

Created in response to increasing demand for both Gut Health and plant-based products, this revolutionary range offers all the key health benefits of traditional Kefir, just without the dairy. Available in three SKU’s; Original, Mango and Strawberry (RRP: £1.85 / 250ml) the drinks will be available nationwide from September. Waitrose will launch Strawberry and Mango on 29th September across 200 stores, followed by Asda who will stock all three SKUs in 172 stores from 8th November.

Each 250ml bottle contains billions of live cultures as well as vitamins B12 and B2 to help support your immunity*. Not only that but the range is gluten-free and vegan friendly. As with the rest of the Biotiful product portfolio, it is made here in the UK, has no sugar added or any artificial ingredients. Originating from the Caucasus mountains, Kefir has been a trusted gut friendly staple for over 2,000 years.

Founder Natasha Bowes says: We are thrilled to be bringing our expertise to the new category of the highest consumer relevance, adding depth to our strategic product portfolio with a dairy free alternative. Kefir is traditionally a cultured milk drink, but for the first time ever we are offering this authentic product made with the trusted and sustainable oat base. We know that consumers are actively seeking delicious plant-based products and want added benefits, especially gut health & immunity support, and we are best placed to lead the market in this highly relevant space.

Biotiful will be putting significant support behind the new range, which is set to be the brand’s biggest launch to date. The ATL campaign will see Biotiful sampling across the UK, alongside a broadcast advertising campaign that will reach 10million consumers and will be live through October & November.

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