Nomadic launches Breakfast Bircher and variant goes straight into Co-op, Nisa and Costcutter

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Nomadic Dairy, the No.1 breakfast yogurt brand in the UK, has launched a Chocolate and Vanilla Breakfast Bircher – joining its existing Blueberry flavour.  

Together, the products will be available in over 740 Co-op stores, priced £1.35/150g pot. Both are also going into Nisa and Costcutter, nationally.

The pots are a great source of protein, with rolled oats soaked in Nomadic’s live yogurt and then, for the new flavour, combined with vanilla and chocolate for a balanced breakfast or snack.

Pre-Lockdown, Nomadic had managed to overtake its only competitor, Moma, in its share of national bircher sales. 

With breakfast the fastest-growing sub-category in adult yogurt (and already dominated by Nomadic with 69% share, the brand has high hopes for both flavours. 

The launch continues the momentum gained by the company’s major rebrand in late 2019 and its ditching in March 2020 of 240 tonnes of plastic packaging.

Tom Price, head of marketing and innovation at Nomadic, said: “With the breakfast occasion being the key contributor to growth in the yogurt category, this new flavour will help drive both value and volume for retailers – crucial at this difficult time. In addition, while bircher’s traditionally been a breakfast option, we’re confident we can widen its usage beyond – just like yogurt. That means mid-morning and afternoon snacking, where it’s a nourishing choice to keep you going through the day.” 

The launch coincides with a significant increase in distribution for Nomadic’s Yogurt and Oat Clusters (the UK’s top-selling breakfast yogurts* range) in Tesco – which has added a further 2,093 stores.