Dairy giant swoops for UK’s leading kefir brand
Müller has acquired Biotiful Gut Health, the UK’s number one kefir brand, marking its entry into the fast-growing functional health yogurt and drinks segment.
Founded in 2012, Biotiful Gut Health produces a wide range of kefir and other natural gut health products. Functional health is the largest part of the health segment, an area in which Müller is not currently active.
According to The Grocer, the deal is valued at around £115m.
Müller, which has its UK HQ in Market Drayton, Shropshire, said the it “represents an exciting opportunity for the dairy company to serve more consumer needs across the category”.
The Biotiful Gut Health business will continue to operate as usual. Founder Natasha Bowes will continue to support the team in an advisory capacity to ensure a smooth transition and Müller Yogurts & Desserts CEO Richard Williams will join the existing leadership team.
Natasha Bowes, founder and CEO of Biotiful Gut Health said: “Since founding the company 13 years ago, through unwavering focus and dedication to best-in-class innovation and product quality, Biotiful has gone from strength to strength and grown into the successful consumer-centric business it is today.
“I am humbly proud of Biotiful’s major positive impact on the entire category so far, in bringing natural health to the forefront of innovation in yogurts. And I’m especially excited about how this can now be amplified and accelerated through the Müller acquisition, with its breadth and depth of resources and ambition to take natural gut health to the next level.”
Richard Williams, CEO of Müller Yogurt & Desserts said: “Biotiful Gut Health is a business we have long admired: it is one of the fastest growing brands in the sector, has great tasting products and a real focus on consumer and innovation.
“This is a business which fits really well within our existing portfolio of brands. We are already growing and optimising our range of health and nutrition products and Biotiful Gut Health will really help us expand into new growth areas to meet changing consumer needs.
“We’re confident that our investment in Biotiful will enable the brand to further accelerate its growth potential, benefitting both consumers and our retail partners.”
