Müller UK & Ireland has acquired kefir brand Biotiful Gut Health, marking a strategic move into the fast-growing functional health yogurt and drinks sector.
Founded in 2012 by Natasha Bowes, Biotiful has helped introduce kefir — a fermented milk drink popular in Eastern Europe — to mainstream British consumers, creating a category from scratch and securing listings in Sainsbury’s, Tesco, and Waitrose & Partners.
Bowes first pitched her idea on BBC’s Dragons’ Den over a decade ago, seeking £200,000 for 10% of the business. The Dragons passed, doubting the viability of an unfamiliar product. Undeterred, Bowes launched the brand from her kitchen, and over the next decade built a household name by educating UK consumers on kefir’s gut health benefits.
The acquisition gives Müller immediate access to a segment it had previously not operated in, as consumer demand for natural and functional health products continues to rise.
Biotiful will continue to operate independently, with Bowes remaining involved in an advisory capacity. Richard Williams, CEO of Müller Yogurt and Desserts, will join the Biotiful leadership team to help steer the next stage of growth.
“Biotiful Gut Health is a business we have long admired,” said Williams. “It is one of the fastest-growing brands in the sector, with great tasting products and a real focus on consumer and innovation. It fits extremely well with our portfolio and strategy to grow our presence in health and nutrition.”
Williams added that Müller’s investment would help accelerate Biotiful’s growth, benefiting both consumers and retail partners through improved innovation and scale.
Bowes welcomed the deal, describing it as a natural next step for the brand.
“Since founding the company 13 years ago, Biotiful has grown into a successful, consumer-centric business thanks to best-in-class innovation and a focus on product quality,” she said. “I’m proud of the brand’s role in shaping the kefir category in the UK, and excited about the opportunities that Müller’s backing now unlocks.”
The deal positions Müller to compete more directly in a segment currently dominated by smaller, specialist brands and emerging health-focused players. With the functional dairy market continuing to expand, the acquisition signals Müller’s ambition to diversify its offering and respond to evolving consumer trends.
No financial terms of the acquisition have been disclosed.
