MüllerUK & Ireland has acquired Kefir Brand Biotiful gut health, marking a strategic approach to entering the rapidly growing functional healthy yogurt and beverage sector.
Founded by Natasha Bowes in 2012, Biotifure helped introduce fermented milk drinks (a popular fermented milk drink) in Eastern Europe to mainstream UK consumers, create categories from scratch and get a list in Sainsbury, Tesco and Waitrose and Waitrose & Partners.
Bowes first pushed his ideas to the BBC’s Den a decade ago, seeking £200,000 for 10% of the business. The dragon passed by, doubting the feasibility of a strange product. Bowes uncomfortably launched the brand from her kitchen, building a household name over the next decade by educating British consumers about the gut health benefits of Kefir.
As consumer demand for natural and functional health products continues to rise, the acquisition immediately puts Müller into an previously unrunning segment.
Biotiful will continue to operate independently, and Bowes still involves consulting capabilities. Muller Yogurt and Dessert CEO Richard Williams will join Biotiful leadership team to help guide the next phase of growth.
“Biogut health is a business that we have long admired,” Williams said. “It’s one of the fastest growing brands in the industry, and it’s great to taste products, really focus on consumers and innovation. It’s perfect for our portfolio and strategy to enhance our business in health and nutrition.”
Williams added that Mueller’s investment will help accelerate Biotifor’s growth, thereby benefiting consumers and retail partners through improved innovation and scale.
Bowes welcomes the deal, describing it as the brand’s natural next step.
“Since the company was founded 13 years ago, Biotifure has grown into a successful, consumer-centric business thanks to top-notch innovation and focus on product quality,” she said. “I am proud of the brand’s role in shaping the British Kefir category and excited about the opportunity for Mueller’s support to unlock now.”
The deal is located in Müller’s more direct competition in a segment currently dominated by smaller professional brands and emerging healthy players. As the functional dairy market continues to expand, acquisitions Signal Müller’s ambitions to diversify its products and respond to evolving consumer trends.
The financial terms of the acquisition have not been disclosed.
