Inc Retail has purchased a 42% stake in the brand GUT Instinct which launched onto the market in 2019 with its Barista Oat Edition plant-based milk, fortified with calcium, vitamin D, B12, B2 and folic acid.
The retail group will focus on accelerating GUT Instinct’s growth and marketing strategy, supporting it with a complete rebrand and the development of new products, including Soya and Coconut Barista Editions. As part of the deal, GUT Instinct will become the oat milk of choice in Inc Retail’s Chop’d locations.
“Looking after your gut is up there with the easiest ways to look after your wellbeing, and studies have shown that your gut and brain are intimately connected,” says Dan Shaw, Inc Retail, MD. “Having GUT Instinct join us at Inc Retail along with our sustainable eatery, Chop’d, is a match made in heaven.”
Commenting on the deal, Chris Joll, GUT Instinct founder, adds: “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.”
Manchester-founded Grindsmith Coffee Roasters has also bought an undisclosed number of shares in GUT Instinct, resulting in it becoming the exclusive alternative milk option in the group’s cafés.
Jack Mason, CEO of Inc Retail parent company Inc & Co Group, comments: “With the global oat milk market size projected to reach £4.8 billion by 2026, GUT Instinct, under Dan and Chris’ leadership, is ready to take a cut of that market with its vitamin-rich, healthy milk alternative.”
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