Kefir yogurt brand, Bioitful Gut Health has launched a campaign to encourage consumers to improve their gut health.

The campaign ‘Gut Health Reset’ comes after Biotiful became the 7th biggest Yogurt brand in the UK according to Circana.

MAC research has shown that 84% of consumers are aware of the importance of gut health and 46% of consumers are aware that “Kefir is one of the best natural solutions to better gut health.”

Throughout the first quarter, the yogurt brand invites consumers to take part in its 2-week Gut Health Reset challenge, where participants change their diet and take part in regular exercise. The challenge also asks participants to consume Kefir daily.

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To develop the campaign, the brand worked with Professor Paul Cotter at Teagasc Agriculture and Food Development Authority in Cork.

It also recruited a panel of “expert Biotiful nutritionists” including Suzie Sawyer, Farzanah Nasser, and Kristen Stavridis.

The campaign will run across out-of-home, digital, social, and retail activation.

Biotiful CMO Vince Lawson said: “Here at Biotiful, we believe that everyone deserves to experience the transformative benefits of Natural Gut Health. That’s why our new campaign will educate the nation with the benefits that good Gut Health can have on overall Health and Wellbeing – and inspire them to enjoy Biotiful Kefir as daily ritual that will make them feel better in so many ways.”

Nutritionist Farzanah Nasser, added: I’m really excited to be working with Biotiful and helping to create more awareness about the benefits of Gut Health and how this can have a positive impact on so many systems of the body. Little things we do can have a huge, positive impact on how we feel.”