Bio&Me lands first Morrisons listings with Kefir Live Yoghurts

UK gut health food brand, Bio&Me, founded by The Gut Health Doctor, Dr Megan Rossi, BSc, PhD RD, has secured a major new distribution deal for its award-winning kefir live yogurts with Morrisons. Its bestselling Vanilla 350g pot (RRP £1.99) has just rolled into 464 stores nationwide, while its Vanilla single serve 150g pot is about to launch into 1,100 Morrisons Daily stores (RRP £1.25).

The new Morrisons listings highlight the ever-growing consumer demand for food and drinks with clear health benefits and further consolidates Bio&Me’s success story, building on existing listings with Boots, Co-op, Holland & Barrett, Ocado, Sainsbury’s, Tesco, Waitrose, and Whole Foods.

The yogurts have recently been given a fresh new look to dial up their kefir credentials, and for Morrisons Daily shoppers, each single serve pot will also include a wooden spoon to aid easy on-the-go consumption.

Each Bio&Me ‘Good for Your Gut’ Kefir Yoghurt is brimming with live and active cultures, over 60 billion of them and four times more than any other yoghurt in the UK. They also contain 18 different culture strains too, including Dr Megan’s personal favourites, BB-12 and LGG, which are two of the world’s most studied. The all-natural yoghurts also contain no added sugar, artificial sweeteners, thickeners or emulsifiers, and are low in lactose, high in protein, as well as being a source of calcium, B12, B2 and phosphorus.

70% of our immune system lies in the gut, and gut health has been linked to the health of many other organs, including the heart and brain. Based on Dr Megan’s scientific research, the brand believes that people and microbes thrive on variety and deliciously good food.

Extending its kefir yoghurts listings further consolidates Bio&Me’s position as a trusted brand in the gut health sphere, where it’s also known for its gut-loving granolas, porridges, mueslis and recently-launched flapjack bars. The business hit £10 million retail sales in 2023 and is on track to deliver £14 million this year.

Jon Walsh, Bio&Me co-founder and CEO of the Chester-based business says: “We are delighted to be launching into Morrisons and introducing our brand to a whole new raft of health conscious consumers. Our live kefir yoghurts launched into the market in 2021, and have seen fantastic growth in 2024 already, up +66%, and outperforming the likes of Yeo Valley, Biotiful and The Collective[1]. Digestive health yoghurts and drinks are having a bit of a moment, and we hope our pots will quickly become Morrison shoppers’ go-to kefir brand of choice, whether they’re looking for a convenient pot they can take into the office, or our larger pot to consume at home.

Our success is testament to the belief and support from key retailer buyers across the board. We are incredibly grateful to them, and this significant new listing with Morrisons will help propel Bio&Me to even greater heights.”

Dr Megan Rossi, Bio&Me co-founder, says: “At Bio&Me, we’re on a mission to make looking after your gut health as easy and as accessible as possible. As a dietitian and a scientist, I’m interested in delivering great tasting food that also truly delivers on its health claims. This is what Bio&Me is all about. I’m excited to be introducing Morrisons customers to these tasty, gut-loving pots of goodness.”

[1] Circana 52 week value growth, 17 Feb 2024

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