Biotiful Dairy's Oat Kefir drinks - Product Launch - Just Drinks
Join Our Newsletter - Get important industry news and analysis sent to your inbox – sign up to our e-Newsletter here

Biotiful Dairy’s Oat Kefir drinks – Product Launch

By Andy Morton 14 Sep 2021

The UK company said the dairy-alternatives are a first for kefir, which is usually made with milk.

  • Category – Plant-based beverages, kefir
  • Available – From this month
  • Location – The UK, available in Asda and Waitrose
  • Price – SRP of GBP1.85 (US$2.60) per 25cl bottle

Biotiful Dairy has released a range of kefir drinks in the UK made with oats instead of dairy.

Described by Biotiful as a world first, the new drinks are a plant-based alternative to kefir, a fermented beverage that is traditionally made with milk. Three flavours are available – Mango, Strawberry and Original.

Each 25cl bottle contains live cultures as well as vitamins B12 and B2 to help support immunity, said Biotiful, which also produces dairy-based kefir drinks.

An above-the-line marketing campaign will support the new launch, including sampling across the UK and a broadcast advertising campaign through October and November.

“We know that consumers are actively seeking delicious plant-based products and want added benefits, especially gut health and immunity support, and we are best placed to lead the market in this highly relevant space,” said Biotiful co-founder Natasha Bowes.

Why COVID-19 is making soft drinks walk an advertising tightrope – Click here for a Just Drinks comment