“Not just a gut reaction”: Kefir sales rocket at UK Tesco

17 Feb 2020 --- Sales of Kefir – the yogurt-like milk drink containing ‘gut-friendly’ bacteria – are skyrocketing at UK supermarket Tesco, as UK consumers gain a strong appetite for the ancient milk noted for its probiotic properties. The market for dairy cultures is highly dynamic and constantly evolving, with companies leveraging innovations in this space to produce cost-effective, value-added, flavorsome and nutritious products. A surge in demands for lactose-free, plant-based and probiotic-enriched foods and beverages further proliferates related NPD. 

This is evidenced by recent kefir sales, notes the retailer, as demand for the drink is soaring with a 400 percent increase in sales in the last 18 months. This is particularly noteworthy as Kefir, until recently, was a very niche dairy product in the UK – bought mainly by Eastern European shoppers, a region where it is very popular.

Scientific advancements in starter culture technology are enabling manufacturers to prolong the shelf life of ambient products, for ease of storage and on-the-go consumption.

Kefir contains around 40 types of gut-friendly bacteria as well as being a rich source of protein, calcium and vitamins. These characteristics in particular are making kefir  far more commonplace as consumers become increasingly aware of gut-friendly products.     

“Shoppers are switching on to gut-health and demand for kefir is now so strong that in the last few years, we have nearly doubled our range and we have plans to add more this year,” says Tesco Dairy Drinks Buyer Vicky Smith. “Its popularity has been building, mainly by word of mouth, on a monthly basis to the extent that we now stock seven different drinks as well as four yogurt variants.” 

“The original natural variety has a slightly sour but creamy taste. Last year, in order to widen its popularity, we added cherry, strawberry plus mango and turmeric flavors,” she adds. 

The drink was first discovered by shepherds keeping milk in leather sacks that were open to the yeasts and bacteria in the air. These natural cultures mixed with the milk and caused it to ferment, creating kefir, which means ‘feel good’ in old Turkish.

For such a long time, kefir was a well-kept health drink secret enjoyed mainly by people in the Caucasus Mountains where it originates and in parts of Eastern Europe where it is extremely popular, says Tesco. Word about its health-giving qualities grew and as demand took off in the last decade when Tesco brought in its first UK kefir producer, Biotiful Dairy, and ranged the drinks in its regular dairy aisle.

There are now nearly 10 dedicated kefir manufacturers in the UK with the top-selling brand being Biotiful Dairy who were ahead of the trend when they were formed by former Russian figure skater turned entrepreneur Natasha Bowes.

“I grew up in Russia where kefir is a way of life and it is rare for anybody to have problems with their gut,” says Bowes. “When business brought me to Ireland and then England more than 20 years ago, I found it hard to find kefir but then had a lightbulb moment of creating my own dairy.”

“We opened in 2013 and since then we have moved helped widen the appeal of kefir by introducing Morello cherry and honey flavors in order to appeal to kids. There are further big plans in store for later this year.”

Last year, with gut-health becoming a major growth area, the supermarket invited the company to join its Tesco Incubator Program which helps innovative, entrepreneurial businesses and guides them to the specific requirements of its customers.

Among other UK businesses who have benefited from joining the program are Scottish craft beer brewer BrewDog, drinks mixer producers Fever Tree, popcorn manufacturer Propercorn and plant-based food company Bol.

Since joining the incubator program, the Biotiful Dairy has launched into two new categories, a kids’ range and also yogurts with further expansion set for this year.

Edited by Gaynor Selby

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