Tesco adds Remedy Kombucha to meal deal offering ahead of new HFSS rules

Tesco has listed kombucha cans from Remedy, the UK’s leading kombucha brand, in its ‘Meal Deal’ in more than 220 stores nationwide.

Remedy Raspberry Lemonade and Wild Berry Kombucha will be added to Tesco’s meal deal offering from late May, in response to increased customer demand for healthier food and drink options.

The UK kombucha grocery market, worth £14.3 million and growing at 28% year on year, is one of the most ‘exciting’ categories in soft drinks.

Remedy is the fastest-growing major brand in this category, growing at over 60% year on year and accounting for 64% of total category growth over the past six months.

Recent research carried out by the kombucha brand demonstrated that 76% of grocery shoppers are looking to reduce or avoid sugar in their diet.

READ MORE: HFSS rules on store placement will have ‘huge impact’ on retailers

“Consumers are actively seeking out great-tasting drinks and easy swaps to reduce their sugar intake, and our research demonstrates that they expect retailers to do their part to support them in making healthier choices,” Remedy Drinks UK general manager Anna Dominey.

“We’re thrilled to see Tesco responding to this by providing Remedy – a drink which is clearly appealing to their customers – with increased prominence and visibility in-store.

The move comes in advance of high, fat salt and sugar (HFSS) regulations set to come into play from October 2022, with Remedy’s formulation being sugar-free.

However, the UK government has delayed restrictions on multi-buy deals and advertising HFSS foods for a year as a result of the “unprecedented” squeeze on living standards.

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