Biotiful Gut Health has launched a national campaign to tap into changing summer routines and make Gut Health feel simpler and easier to maintain day to day.
Running across TV, radio, digital, social, retail and experiential activity throughout May and June, the campaign reflects how healthy intentions often soften over summer as routines face disruption, with the aim to keep Gut Health relevant during this period and support more consistent use.
This comes as new research[1] shows shoppers care about Gut Health, with behaviours shifting during the summer as routines change and new consumption occasions emerge. In a survey of 2,000 consumers, 67% said they are more likely to experience gut issues at this time of year, linked to changes in routine and diet. While around 90% say Gut Health matters to them, only 18% take steps to actively manage it, with many instead making small, occasional changes such as eating “better” or adding yogurt.
These behaviours point to a large group of shoppers who could be encouraged into more regular purchase. Kefir remains the second fastest-growing sub-categories in CYPD, delivering 27% value growth[2], and offering spoonable Kefir yogurt and Kefir drinks as easy entry points.
Biotiful, the category leader driving 56% of Kefir growth in the UK[3], sees summer as an important moment for the category. While routines can shift during the holidays, they also create more “reset” occasions, and the brand is focused on helping people understand how easily Kefir can fit into their diet at any time of day.
Alongside media activity, Biotiful will run a summer sampling roadshow across major running events, bringing the brand directly to consumers in high footfall environments and encouraging trial through taste.
Vince Lawson, CMO at Biotiful Gut Health, said: “Shopper demand for gut health continues to grow with Kefir remaining one of the top performing sub-categories of yogurts. However, the real growth opportunity lies in driving penetration – encouraging more people to try the category in ways which feel relevant to their everyday lives. Summer presents a key moment, when behaviours are less structured, but needs are even higher.
Our latest campaign is designed to tap into these moments, positioning Kefir as an easy, relevant choice which fits naturally into consumers’ day-to-day habits. By driving trial in relevant ways and helping embed Gut Health into daily routines, we aim to build frequency over time.”
[1] The findings presented in this release are based on a nationally representative online survey conducted for Biotiful Gut Health via research and insights agency Perspectus Global in May 2026.
[2] Circana Total Market, 52 w/e 21 March 2026
[3] Circana Total Market, 52 w/e 21 March 2026
Comments are closed.