From Danone to Muller: Why kefir is a big pull for big brands
Source: dairynews.today
Kefir, once an obscure ethnic beverage, is now a global dairy megatrend attracting the interest of large brands and a growing consumer base.
Kefir has transitioned from being an obscure ethnic beverage to a global dairy megatrend, drawing significant interest from major brands such as Danone and Muller.
According to Kantar, there is a substantial appetite for kefir beverages among young consumers in the UK. This shift illustrates how kefir, known for its functional benefits, is positioning itself within the larger market of dairy beverages.
Major companies are capitalizing on this trend, with notable moves like Muller’s acquisition of Biotiful, the top-selling British kefir brand, as part of their strategic entry into the functional dairy space.
According to Kantar, there is a substantial appetite for kefir beverages among young consumers in the UK. This shift illustrates how kefir, known for its functional benefits, is positioning itself within the larger market of dairy beverages.
Major companies are capitalizing on this trend, with notable moves like Muller’s acquisition of Biotiful, the top-selling British kefir brand, as part of their strategic entry into the functional dairy space.
