A yoghurt-like milk drink containing ‘gut-friendly’ bacteria looks set to be one of the major food trends of 2020 after sales dramatically rocketed in the last year.

Kefir, was until recently, a very niche dairy product in the UK – bought mainly by Eastern European shoppers.

But now demand for kefir drinks has begun soaring with Tesco seeing a 400 per cent rise in the last 18 months.

And food experts believe that could be down to its probiotic qualities with kefir containing 40 types of gut-friendly bacteria as well as being a rich source of protein, calcium and vitamins.

Tesco dairy drinks buyer Vicky Smith said: “Shoppers are really switching on to gut-health and demand for kefir is now so strong that in the last few years we have nearly doubled our range and we have plans to add more this year.

“Its popularity has been building, mainly by word of mouth, on a monthly basis to the extent that we now stock seven different drinks as well as four yoghurt variants. The original natural variety has a slightly sour but wonderfully creamy taste. Last year in order to widen its popularity we added cherry, strawberry plus mango and turmeric flavours.” 

There are now nearly 10 dedicated kefir manufacturers in the UK with the top-selling brand being Biotiful Dairy who were ahead of the trend when they were formed by former Russian figure skater turned entrepreneur Natasha Bowes.

Said Natasha: “We opened in 2013 and since then we have moved helped widen the appeal of kefir by introducing Morello cherry and honey flavours in order to appeal to kids. And there are further big plans in store for later this year.”

Last year, with gut-health becoming a major growth area, the supermarket invited the company to join its Tesco Incubator Programme, which helps innovative, entrepreneurial businesses and guide them to the specific requirements of its customers.

Among other UK businesses who have benefited from joining the programme are Scottish craft beer brewer Brew Dog; drinks mixer producers Fever Tree; popcorn manufacturer Propercorn and plant-based food company Bol.

Since joining the incubator programme the Biotiful Dairy has launched into two new categories, a kids’ range and also yoghurts with further expansion set for this year.