yfood expands UK presence - Significant nationwide Sainsbury’s & Morrisons listings - 2

European brand, yfood, who have made inroads into the UK convenience channel in the past two years, has just secured listings with two supermarkets.

Set ot appear in Saunsbury’s and Morrisons, the ready-to-drink complete meals are being rolled out across more than 600 stores nationwide.

The Choco, Berry and Vanilla breakfast drinks are hoped to boost the supplier’s UK retail footprint, after the German brand -. launched in 2017 saw 115% retail growth year-on-year in 2024.

Its success has been enjoyed across Co-op stores, where yfood’s products have transitioned from back-of-store to front-of-store placement, with distribution also last year doubling. In addition, they have forged successful nationwide partnerships with specialist health stores and leading convenience retailers suxh as Spar, Costcutter, Londis, Shell, BP, Esso and Nisa - bringing convenient nutrition solutions to consumers on-the-go.

Paul Sloane, UK & Ireland country manager, said: “We’re thrilled to secure these significant listings. The momentum we’ve gained in the UK market reflects a clear shift in consumer behaviour towards considering holistic health and wellbeing, and we want to make it easier than ever for consumers nationwide to access nutritionally complete meals, further strengthening our position as a pioneer and leader in the smart food category.”