New FWD member: Biotiful

Danny Wright, Sales Controller – Convenience & Foodservice, Biotiful, explains the increasing demand for kefir and how wholesalers and retailers can capitalise on one of the fastest-growing categories in chilled

“Consumers are increasingly looking for products that support their health and wellbeing, and kefir has become one of the strongest growth drivers within dairy. The UK kefir market is now worth £163 million, having grown by 33% over the past 52 weeks, with Biotiful leading that growth.

“Retailers have an opportunity to grow sales by stocking the brands consumers know and trust. Biotiful now holds a 57% share of the UK kefir market and is responsible for more than 60% of total category growth, giving wholesalers confidence they are investing in a brand that’s driving the category forward.

“To help wholesalers and retailers maximise this opportunity, we’ve launched our new 250ml kefir drinks into the wholesale channel.

The smaller format provides a more accessible entry point for shoppers new to kefir, while also meeting growing demand for convenient, on-the-go functional drinks. It helps retailers recruit new shoppers into the category, increase repeat purchase and generate incremental sales.

WORKING WITH WHOLESALE

“Our focus is on helping wholesalers stock products that deliver genuine category growth while making it easier for independent retailers to meet changing shopper demand.

MY ADVICE

“Focus on the categories where shopper demand is growing fastest.”

Biotiful chilled Danny Wright FWD members retail