Biotiful targets booming Greek yogurt market with launch of Greek Recipe Kefir

Biotiful Gut Health is expanding beyond its core kefir range with the launch of Greek Recipe Kefir, a new proposition designed to bring live cultures and gut health credentials to one of dairy's fastest-growing categories. The UK’s No 1 Kefir brand* is launching Greek Recipe Kefir Whole Fat 3% and 0% nationwide from today (Wednesday 16 September).

The launch comes as both Greek yogurt and Kefir continue to be among dairy's strongest-performing sub-categories, growing at 22% and 31% respectively*, creating an opportunity for retailers to tap into growing consumer demand for products which deliver both taste and functional health benefits.

By combining the familiarity of Greek yogurt with the benefits of kefir in a single format, Biotiful’s Greek Recipe Kefir offers a new route into the category.

The new SKUs combine the thick and creamy texture associated with Greek yogurt with the billions of live cultures found in Kefir. Richness is delivered through the fermentation process without the use of added cream, and so it remains naturally low in fat while high in protein, delivering the taste and gut health benefits which more and more consumers are seeking.

The launch is supported by new Biotiful research**, which found that 78% of Brits consider gut health important, while 74% believe small daily habits are more effective than major lifestyle changes. However, 76% believe social media has created unrealistic expectations around wellbeing, and more than half (52%) have abandoned healthy habits because they failed to see results quickly enough.

To promote the research, Biotiful has launched “The Confidence Report”, a new paper designed to share educational information on the importance of healthy routines, and providing practical guidance on building sustainable habits.

The report is supported by nutrition expert Dr Rupy Aujla and Olympic medallist Eilish McColgan, who are helping champion the brand's message that lasting health habits are built through simple, sustainable daily choices rather than quick fixes.

Alessandra Zehnder, Head of Marketing at Biotiful Gut Health, said:

"Greek yogurt and kefir are two of the most exciting growth stories in dairy today, so bringing them together felt like a natural next step for the category, as well as presenting a great opportunity for our retail partners.

“With Greek Recipe Kefir, we're bringing together the creamy texture consumers love from Greek yogurt with the billions of live cultures and naturally high protein which have made kefir one of the fastest-growing areas of dairy. It's a genuinely differentiated innovation which delivers on taste, nutrition, and gut health in a single product."

Biotiful Greek Recipe Kefir is available in 3% and 0% fat, in a 450g format, with an RRP of £3.50.

*Circana, Total Market 52we 11 July 2026

**Censuswide research commissioned by Biotiful Gut Health, 2000 UK adults, August 2026