yfood surpasses 10,000 UK retail outlets

yfood, the German ready-to-drink "smart food" brand, has passed 10,000 points of sale in the UK, extending its footprint across the country's largest grocery, health and convenience retailers.

The milestone follows a run of new listings and range extensions at Boots, Tesco, Sainsbury's, Co-op, Holland & Barrett, Superdrug, Ocado, SPAR and Nisa.

The Tesco relationship anchors the expansion. yfood is now stocked in more than 850 Tesco Superstores — where its range has grown from three flavours to six — and over 1,500 Tesco Express stores. Co-op has widened distribution to more than 2,000 stores, while new nationwide listings put eight flavours into Boots and three into Asda.

Performance and format

The brand says it is growing at more than double the market rate, outpacing the category leader and adding £13.8m of incremental value to the RTD segment over the past year.

Its Happy Banana line drove 25% growth in the banana RTD category, according to the brand. Each bottle is positioned as a nutritionally complete meal, delivering 500 calories, 30g of protein, at least 8g of fibre and 26 vitamins and minerals.

"Our expanding retail presence reflects growing confidence in both the smart food category and the yfood brand," said Paul Sloane, UK & Ireland country director, pointing to demand for options that fit "busy lives."