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Kefir milk is here to stay

This time last year, you’d have been forgiven for greeting the mention of kefir with a blank stare. Now the tangy yoghurts and fizzy milk drinks have taken the dairy aisle by storm. So what’s giving fermented dairy its fizz?

It’s the same reason Danone abandoned the repositioning of Activia as an “aspirational lifestyle brand” and put (still aspirational) flat tummies back on TV as part of its latest marketing campaign. Danone, and a host of others, have cottoned on to the fact consumers are clamouring to line their intestines with enough flora and fauna to make a petri dish jealous.

Your average yoghurt, with between two and five strains of bacteria, simply can’t cut it against the 40-plus claimed by Bio-tiful Dairy, nor even the 14 claimed by Yeo Valley’s new range.

Add to this the educational marketing campaign The Collective is set to launch espousing the “holistic health benefits of fermented food”, and raising awareness and trial of the kefir category, and there’s little doubt the brand believes kefir has room for further growth.

Source: https://www.thegrocer.co.uk/buying-and-supplying/categories/dairy/the-dairy-aisle-should-make-plenty-of-room-for-kefir-fermented-milk-is-here-to-stay/571015.article Sep 26 |