ÜFIT launches new protein drinks into major supermarkets


ÜFIT protein drinks, which are stocked nationwide in Tesco, Ocado, Sainsbury’s, One Stop and McColls stores, amongst others, has launched three new flavours into its existing convenient and nutritional high protein drinks range.

The new products are aimed at male and female consumers and have been developed to suit the needs of busy individuals, offering nutritional convenience to suit any occasion and lifestyle. The new iced latte variant which combines 22g protein with 100% Arabica coffee “bridges the gap” between mainstream and everyday health categories by offering a nutritious option to those who currently buy cold coffee drinks, which is another category that is seeing explosive growth.

ÜFIT, which launched in 2014 with four SKUs and doubled sales year on year has now broadened to seven protein drinks for the everyday consumer which contain no added sugar, are low in fat and offers added vitamins and minerals. Its original strawberry and chocolate 310ml variants are two of Tesco’s bestselling protein drinks.

The wide-ranging benefits linked to protein has pushed the category into the spotlight. Protein is now one of the fastest growing vitamin and dietary categories in the UK. The latest research from Mintel finds that, outside sports nutrition, 25% of Britons have consumed a high-protein food or drink in Q2 2016. New products launching with a high-protein claim has increased 97% between 2014 and 2015.

Traditionally new product launches have been confined to powders, almost exclusively purchased by highly active men aged 18-30 years old. However, protein is now increasingly regarded as a necessity for those not participating in sports with protein drinks and snacks progressively being brought by women. As a result, ÜFIT was created to meet the needs of non-sports participants and the modern, busy lifestyle.

ÜFIT continues to gain endorsements from both famous consumers and a growing network of health conscious social influencers who incorporate ÜFIT shakes into their day to day lifestyles.

Terry Adams, marketing director at ÜFIT, said: “Creating a product that was in equal parts delicious, healthy and convenient was our primary goal from the outset of this project. Protein has risen to the top of the nutrient heap in recent years, as getting more protein into their diet increasingly becomes a top priority for many consumers – and rightly so. The extension of our ÜFIT lines, beginning with our launch into Tesco and Sainsbury’s, represents continued growth in the market and an increase in the demand for practical ‘on-the-go’ options.”

The new products join a family of drinks that include the high protein ‘Beauty from within’ Collagen+ Beauty Milk and BeFast, the first liquid breakfast drink to launch into the UK market. ÜFIT will also be supporting the launch of the 3 new products along with its existing lines with an above the line campaign in January comprising of outdoor media, print and PR and digital activity.

The new flavour additions along with the existing flavours can be found nationwide in selected Tesco Extra and Sainsbury’s milk aisles and in the soft drinks section in One Stop and McColls convenience stores.