Yeo Valley has announced the extension of its organic kefir ‘Love Your Gut’ range into Kefir Drinks.
Launching in September with an RSP of £2.25, the 500ml bottles will be available in three flavours: Natural, Mango & Passionfruit, and Cherry.
The launch will be supported by an integrated communications plan that aims to ensure more consumers become aware of kefir and its potential health benefits.
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 improve gut health.
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.
Justin Stanley-Duke, Brand Manager at Yeo Valley Organic, commented: “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.”
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.
