Bio&Me extends gut-loving muesli range
The UK’s fastest growing gut health food brand, Bio&Me, founded by The Gut Health Doctor, Dr Megan Rossi, BSc, PhD RD, has announced an extension of its gut-loving muesli range with new Super Nutty joining original muesli variant Fruit & Nut. The tasty plant-based duo will be launching into 550 Tesco stores, RRP £3.50/450g pack.
Bio&Me’s new Super Nutty Muesli is packed full of diverse goodness, containing 13 plant-based foods including the likes of wholegrain oats, almonds, cashews and Brazil nuts, plus dates and sultanas, while its Great Taste Award-winning Fruit & Nut is brimming with 12 plant-based foods, including dates, apricots, and sultanas. Claim-ably ‘good for your gut’, the all-natural mueslis are also high in fibre with no added sugars or nasties.
The champion of making good gut health deliciously easy, Bio&Me is hoping to work its magic in the muesli category, which was worth £158 million in the latest year. The category is largely dominated by own label (with 47% value share of muesli), and is currently in decline.
Consumer research reveals that gut health is the top priority for women aged 55+, with muesli shoppers typically from a slightly older demographic. Coupled with the continuing surge in interest around gut health, Bio&Me believes its launch in Tesco will inspire shoppers to rethink muesli, with the brand’s offering of tangible gut health benefits at an accessible price point ensuring a winning combination.
Dr Megan Rossi, Bio&Me co-founder, says that as a dietitian and a scientist, she is interested in creating great tasting food that also truly delivers on its health claims.
“Our ‘good for your gut’ mueslis tick all the boxes: they’re not only high in fibre but are full to the brim with diverse plant-based goodness with absolutely no added sugars, and make a great quick and delicious breakfast option or afternoon snack,” she adds. “Pair with your milk of choice or our new kefir drinks for the ultimate gut loving way to start your day.”
Jon Walsh, Bio&Me co-founder and CEO, says: “Consumers are engaging with gut health now more than ever before and are becoming increasingly interested in both gut health and foods that help support the immune system, so now felt like the right time to refocus our efforts on muesli. Bio&Me is well-placed to deliver exactly what today’s muesli consumers are looking for: functional foods that taste really good. We believe they’ll appeal to both current muesli lovers, as well as help bring new consumers into the category. The brand’s support from everyone at Tesco has been incredible, and we’re beyond grateful for this opportunity that will help propel Bio&Me to even greater heights.”
