Müller UK & Ireland has announced the acquisition of Biotiful Gut Health, marking a significant milestone in the company’s expansion into the functional health category. Biotiful will continue to operate as a separate brand within Müller’s portfolio, with Natasha Bowes, the founder of Biotiful, taking on an advisory role. Richard Williams, Müller Yogurts & Desserts CEO, will also join the leadership team. The acquisition is believed to be worth around £115m ($150m), according to sources cited by The Grocer.

Market share

• Biotiful has around 70% market share in the kefir market in the UK.
• Biotiful’s profit for FY2024 surged 646.2% to nearly £1.8m (£1,771,850) up from £237,519 in 2023.

Biotiful’s Rise to Prominence
Since its launch in 2012, Biotiful has grown rapidly through innovative flavor and format developments. The brand now offers a diverse portfolio of products, including meal boosters, overnight oats, kefir for kids, and other kefir-based yogurt and beverage products. • Meal boosters: provide a boost of nutrients to support overall well-being
• Overnight oats: a quick and easy breakfast option
• Kefir for kids: a probiotic-rich drink for children
• Kefir-based yogurt and beverages: offer a range of flavors and nutritional benefits
The company’s success is a testament to the growing awareness and demand for natural gut health. Consumers are increasingly seeking value-added, natural products that cater to their specific dietary needs and preferences. Why Kefir is a High-Growth Category
Kefir has seen sharp growth in the UK, driven by consumer demand for natural and healthy products. The category is characterized by:
• Double-digit growth in volume and pricing terms
• Innovative products and formats, such as kefir-based yogurt and drinks
• Versatility: products can be enjoyed as snacks, incorporated into cooking, or used as breakfast items
The trend is not limited to the UK, with kefir and yogurt drinks experiencing significant growth in the US. According to the market research company Circana, kefir’s household penetration grew 15% and yogurt drinks grew 9% YoY in September 2024. Market Research Highlights
• Kefir and yogurt drinks are most popular among younger shoppers, such as Millennials and Gen Z
• These products are also favored by households with children
• The US market research company Circana reported that kefir and yogurt drinks are gaining popularity across different demographics
The acquisition of Biotiful by Müller UK & Ireland marks a significant milestone in the company’s expansion into the functional health category. With Biotiful’s expertise and Müller’s resources, the brand is expected to accelerate its growth potential and benefit consumers and retail partners alike. As Müller CEO Richard Williams stated: “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.”
The acquisition is expected to drive growth and innovation in the functional health category, with Müller UK & Ireland poised to capitalize on the trend. In a statement, Müller Yogurts & Desserts CEO Richard Williams said: “We are excited to welcome Biotiful to our portfolio. We believe that our combined expertise will drive growth and innovation in the functional health category, and we look forward to working with Natasha and the Biotiful team to deliver value to our customers and partners.”
The acquisition is a testament to the growing demand for functional health products, and Müller UK & Ireland is well-positioned to capitalize on this trend. The acquisition marks a significant milestone in Müller UK & Ireland’s expansion into the functional health category, and it is expected to drive growth and innovation in the market.