Functional kefir from Bio&Me
Bio&Me is shaking up the kefir drinks sector with what it says is a category-first range that delivers functionality into everyday life.
The brand has designed the four-strong line around what it says is the top drivers for consumers when purchasing healthier food and drink: immunity defence, natural energy and protein and fibre. The four kefir variants are Berry & Acai: Gut Health + Immunity; Cocoa: Gut Health + Protein & Fibre; Matcha Vanilla: Gut Health + Natural Energy; and Mango & Peach: Gut Health + Protein & Fibre.
EFSA-approved Good For Your Gut, the drinks contain 18 different culture strains (including two of the world's most studied, LGG and BB12) and over 100 billion active cultures – more than any other kefir on the market, claims the brand. They are also naturally high in protein and packed with essential nutrients including B12, which contributes to the normal function of the immune system, B2, calcium and phosphorus. They contain no added sugars, emulsifiers or thickeners.
“Regularly including fermented foods like kefir in your diet has been shown to help support greater diversity within the gut microbiome, which is widely recognised as a positive marker for gut health,” notes Bio&Me co-founder Dr Megan Rossi. “With this launch, we saw an opportunity to take kefir a step further by combining its natural benefits with the additional functionality consumers are actively seeking, such as immunity support, natural energy and protein.
“We wanted to create something different: a best-in-class range that offers genuine functionality”
“Unfortunately, many kefir drinks on the market – even those labelled as ‘gut healthy’ – often contain added sugars, thickeners or artificial ingredients, which go against gut health fundamentals. We wanted to create something different: a best-in-class range that offers genuine functionality, making it easy for shoppers to support their gut health through simple, tasty, everyday choices.”
Jon Walsh, the brand’s co-founder and CEO, adds: “The functional food and drink market continues to grow rapidly. While kefir has grown in popularity in recent years, and our kefir yoghurts perform incredibly well (60% up year-on-year), we saw there was a clear opportunity to raise the bar when it came to drinks. These category-first launches deliver true science-led innovation, and will help evolve the category, giving shoppers clearer reasons to buy, and providing retailers with a strong platform to recruit new consumers and drive growth within kefir drinks. At Bio&Me, our focus has always been on creating credible, science-backed products that genuinely support people’s gut health, and this range is another step forward in that mission.”