Inc Retail has taken a substantial share in the plant-based food and drinks brand GUT Instinct, which will see the Oatly competitor accelerate its growth and marketing strategy.
GUT Instinct is already a preferred alternative milk in a range of UK coffee houses, including Manchester-founded, Grindsmith and in supermarkets across the UAE. GUT Instinct will also become the oat milk of choice in Inc Retail’s Chop’d locations as part of the deal.
The announcement also sees Grindsmith Coffee Roasters join in the partnership, which will mean GUT Instinct will be the exclusive alternative milk option in all nine of the group’s stores. Grindsmith recently created Nestle’s first-ever instant craft coffee that launched in February in the UK with NESCAFÉ.
Amazon-stocked GUT Instinct is a milk alternative, packed full of nutrition, fortified with calcium, vitamin D, B12, B2 and folic acid.
“Looking after your gut is up there with the easiest ways to look after your wellbeing, and studies have shown that your gut and brain are intimately connected. Having GUT Instinct join us at Inc Retail along with our sustainable eatery, Chop’d is a match made in heaven, and we’re intent on ridding the high street of food and drink that is processed and genuinely bad for you,” says Dan Shaw, Inc Retail, MD.
“Our goal is to bring to market a range of quality plant-based products that have tangible gut health benefits, and Inc Retail can accelerate our growth plans and expand distribution. I’m looking forward to working with Dan and his experienced team on current and some exciting unreleased products in the pipeline, too,” said Chris Joll, GUT Instinct Founder.
Jack Mason Group CEO, Parent company, Inc & Co said: “I was impressed by Chris’s personal story of gut health challenges and finding body and mind health in oat milk. With the global oat milk market size projected to reach £4.8 Billion by 2026, GUT Instinct, under Dan & Chris’ leadership, is ready to take a cut of that market with its vitamin-rich, healthy milk alternative.”
Inc Retail will focus on supporting GUT Instinct with a complete rebrand, and a new product range that benefits gut health and new products under development are due to be announced soon.