Biotiful Gut Health has launched a national campaign aimed at maintaining consumer engagement with functional dairy products as routines shift over summer.
Running across TV, radio, digital, social, retail and experiential channels, the activity focuses on keeping gut health top of mind during a period when habits become less structured.
Alongside media activity, the brand will run a sampling roadshow at major running events to drive trial and increase awareness.
The campaign follows research of 2,000 consumers showing strong interest in gut health but limited consistent action. While nearly 90% say gut health matters, only 18% actively manage it. Meanwhile, 67% report being more likely to experience gut issues during summer, linked to changes in diet and routine.
The findings point to an opportunity to drive more regular purchase, particularly as kefir continues to grow within chilled yogurt and pot dessert. The sub-category is delivering 27% value growth, with spoonable kefir yogurt and drinks acting as entry points for shoppers.
Biotiful, which accounts for 56% of kefir growth in the UK, is using the campaign to highlight how the category can fit into daily routines despite seasonal disruption.
