Yakult – the little bottle of science originally developed in Japan, is now listed in selected M&S stores across the UK. The red-top original Yakult is available in 225 stores, while the blue-top Yakult Light will initially be found in 103 stores.
‘We are excited to be listed in one of Britain’s biggest, most established retailers and we believe this will have a positive impact on our consumers’ shopping experience, as they will now be able to find Yakult in over 200 more stores across the country. M&S is a household name that we are proud to be associated with.’ – Kevin Mansell, national sales manager Yakult UK & Ireland
‘At M&S, we know our customers are becoming more interested in functional foods that make a positive contribution to their lifestyle. With a strong scientific heritage and as a well-established and recognised brand, Yakult will be a welcome addition to our range.’ – Andrew Whitehead, M&S dairy buyer
Yakult has positive plans for growth in 2018, despite trading in a challenging environment. The company will invest further in defining its unique positioning within the category, targeting those who want to make positive lifestyle choices and who are looking for a product with strong science credentials and a rich heritage.
The little bottle aims to cultivate love for its Japanese brand among its loyal drinkers, while at the same time attracting new customers, through new marketing and PR initiatives. One of these will see the brand build on the success of the popular Science not Magic campaign launched in 2016.
In 2017, Yakult grew to 13% value market share, with an 8% value growth year on year, compared with a category decline of -1%*. Yakult entered the UK market in 1996, with the addition of Yakult Light in 2002, and initially helped create the category with its 6.5 billion unique Lactobacillus casei Shirota bacteria in each little bottle. The iconic brand is now available in all major retailers and numerous convenience stores across the UK.