Inc Retail has taken a substantial share in the plant-based food and drinks brand GUT Instinct, which will support the Oatly competitor’s plans to accelerate its growth.
GUT Instinct’s dairy-free oat milk is already offered in UK coffee houses, including Manchester-founded Grindsmith, and in supermarkets across the UAE. GUT Instinct will also become the 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 Nestlé’s first-ever instant craft coffee that launched in February in the UK with Nescafé.
GUT Instinct’s milk alternative is also sold on Amazon.
“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,” said Dan Shaw, Inc Retail, MD.
Chris Joll, GUT Instinct Founder, added: “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.”
Inc Retail is expected to support GUT Instinct with a complete rebrand and the development of its new product range which is due to be announced soon.
NAM Implications:
- A win-win combination for both…
- Interesting ambition to ‘rid the High Street of food and drink that is processed and genuinely bad for you’…
- …vs simply growing at the expanse of traditional products.
- (that are unlikely to sit on their hands…)
