Biotiful unveils kids’ kefir range to push ultra-processed snacks from the shelves
06 Sep 2023 --- Biotiful Gut Health has taken steps to provide healthy snack options for UK children in considerable danger from the effects of ultra-processed foods (UPF), such as obesity. The company launched a range of kefir for children with reduced sugar.
The new range is available in “strawberry and banana” and “peach and pineapple,” which can be eaten as part of breakfast, a nutritious lunch box addition or a regular snack.
“The brand has introduced Keffi the Kefir drop as the official brand character for the Kids Kefir range. A fun and playful character to convey the key messages and USPs (unique selling proposition) of their product – good bacteria, no sugar added, calcium and vitamin D,” Natasha Bowes, MD and founder of Biotiful Gut Health, tells Nutrition Insight.
According to a survey commissioned by the company, 20% of children are overweight or living with obesity, a figure set to double by the time they leave primary school. The research goes on to link a child’s diet, gut health and the propensity to develop serious health issues later in life.
Furthermore, international researchers found that teenagers in Europe and North America increasingly underestimate their body weight. The study found that teens’ actual body weight and its misperception are increasing, adding to the existing public health crisis of obesity, diabetes and overweight.
Underlying UK health situation
While many parents are concerned with their children’s gut health, many products positioned as healthy options still contain excessive amounts of sugar. The Biotiful survey shows that 86% of UK parents would change their child’s diet if they had a greater understanding of the benefits of gut-friendly foods.
In the UK, nearly 40% of six-year-old children are overweight or obese and 40% have UPFs full of sugar for breakfast. Approximately 50% have one or more UPFs included in their lunchbox, according to Biotiful’s research.
In addition, more than half of UK parents believe their children may have a gut-related issue.
“There is so much research to say that looking after a child’s gut health from an early age pays huge dividends in later life, so the benefits of them regularly drinking kefir cannot be understated,” says Bowes.
“We know that berry flavors are always popular, in particular strawberry. This has been consistent across our ranges and with kids products, more exotic flavors like peach and pineapple are also popular choices.” 
Biotiful Gut Health’s new children’s range is high in calcium and vitamin D.
The packaging of the kefir has been designed to appeal to children with “bright, vivid colors and, of course, our new lovable character, Keffi the Kefir Drop.”
“This range was over a year in the making, so a huge amount of thought went into the ingredients and combinations. Our choices were based on the children’s market and data-informed decisions,” explains Bowes.
“This meant looking at which flavors and formats were the most popular to create a range that looks appealing to children, tastes great and is nutritious.”
UK-based researchers have called for clearer messaging on the disease of obesity to help the public and policymakers better understand it and to improve prevention and treatment. They highlight that the disease centers on mechanisms that regulate dietary intake, not on body weight or body mass index, which is how people generally define obesity.
Information not translating to results
Biotiful states that its kefir supports immunity while strengthening teeth and growing bones. The company’s gut health range is based on a 2000-year-old recipe using British milk and live cultures.
According to its survey results, there needs to be more clarity between how vital gut health is to parents and what their children eat. More than a third of parents still give their children higher-sugar cereals.
This makes up around 70% of a 4-6-year-old’s recommended daily sugar intake and more than 50% of parents include processed and sugar-sweetened snacks, yogurts and cereal bars in lunch boxes.
“More than ever, the gut microbiome is in the spotlight as an early life factor that can have a profound impact on children’s long-term health,” says Lucy Upton, children’s nutritionist at Biotiful Gut Health.
“While this research highlights that gut health is increasingly on parents’ agenda, evidently there is a need to provide parents with clearer information about the foods and eating behaviors that have the potential to impact their child’s health.”
By Inga de Jong
