GUT Instinct has been acquired by Inc Retail for an undisclosed sum.
As part of the deal, the Oatly competitor is set to be given a complete re-brand and a raft of new product ranges and developments.
The company aims to take advantage of the rapidly-expanding oat milk market, which is estimated to be worth £4.8 billion by 2026.
GUT Instinct’s products will be provided as the oat milk brand of choice at Inc Retail’s Chop’d locations, as well as at all nine Grindsmith Coffee Roasters locations.
The milk-alternative is marketed as aiding gut health with vitamins D, B12 and B2, as well as being fortified with calcium and folic acid.
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“Having GUT Instinct join us at Inc Retail along with our sustainable eatery, Chop’d is a match made in heaven, and we’re intent on ridding the high street of food and drink that is processed and genuinely bad for you,” Inc Retail marketing director Dan Shaw said.
GUT Instinct founder Chris Joll added: “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.”