Waitrose ‘Love your Gut’


A quarter (24%) of the United Kingdom admit they want to improve their diet to enhance their overall gut health, British grocer Waitrose has introduced a ‘Love your Gut’ private brand range to support customers with this choice.

In addition to the current line of products that are known for being good for gut health, a selection of new products with clear gut health benefits to help shoppers make smart and informed choices are being launched. Developed by nutritionists, these include two delicious soups – available now – and two Kefir drinks which will arrive online and in stores in March.

Available in two flavors, the soups support a healthy and balanced digestive system thanks to the active ingredient, chicory inulin. The tangy and fresh Carrot, Apple & Tumeric Soup with Cider Vinegar is a delicious blend of carrot, apple, coconut milk and cider vinegar finished with a sprinkle of turmeric, while the hearty and nourishing Multigrain Soup is made from chickpeas, millet, pearl barley and lentils in a rich and savory tomato sauce.

The two new kefir drinks support a healthy and balanced digestive system* and will be part of Waitrose’s new range. Available in two refreshing flavors – Mango & Passionfruit and Strawberry with a hint of Elderflower – both drinks will carry the Good Health logo and are a good source of calcium and protein.

As reported in the latest issue of Waitrose & Partners Health magazine, “The microbiome is having its moment”. Gut health is increasingly popping up on shoppers’ personal health agenda and shoppers are faced with a range of probiotics and advice on how to nourish their gut. To help customers with ways to improve their gut health, and also tackle the – sometimes confusing – terminology, Waitrose & Partners nutritionist Jo Lunn shares her top tips:

Prioritize calcium to support your digestive system (700mg a day is advised for adults aged 19-64: 200ml milk contains 250mg and 100g steamed tofu contains 510mg)

Aim for 12g of wheat, barley and oat fiber a day (found in whole meal bread and porridge). It improves your digestive health

Boost your intake of chicory inulin. Added to many products, it’s a type of fiber that improves stool transit time, supporting a healthy gut. Sprinkle Waitrose & Partners Milled Golden Flaxseed with Maca, Cacao & Chicory Inulin onto your daily porridge or smoothie

Keywords to look out for:

Probiotics: Anything that contains live bacteria – for example, live yogurt or fermented or vinegary food

Microbes: Microorganisms, especially bacteria, aka gut flora in the stomach

Bioavailability: The proportion of a substance that enters the circulation and has an effect when introduced into the body

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.