Fast-growing German food company yfood has secured listings in WHSmith and Superdrug stores across the UK.
Since launching in 2017, the smart food brand has become one of the fastest growing food startups in Europe, with over 100 million meals sold.
Both high-street retailers now have four of yfood’s classic range flavours; Smooth Vanilla, Classic Choco, Happy Banana and Fresh Berry on the shelves.
The company claim its drinkable meals come with 26 essential vitamins and minerals, along with lots of protein and fibre, for “time-poor commuters or those who need a quick and convenient meal”.
Now, yfood is continuing its expansion across the UK as it looks to capitalise on the UK’s unhealthy on-the-go eating habits through its nutritionally complete ready-to-drink meals.
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Securing two major UK listings is a strategic move for the brand, ensuring their products are accessible to their target groups – those commuting, and busy, on-the-go consumers.
UK and Ireland country manager at yfood, Paul Sloane said: “As we continue to grow and expand across the UK, we’re excited to bring our innovative and convenient ready-to-drink meals to a wider UK market.
“We’re thrilled to now be stocked in both WHSmith and Superdrug stores across the country, expanding our footprint in key retailers that see thousands of customers each day.”
He added: “For us, every new retail partnership is a testament to our commitment to innovation, convenience and good nutrition. So we’re delighted to welcome two new retailers to our UK listing portfolio.”
Paul Sloane was appointed as the startup’s new UK & Ireland country manager back in May.
