Probiotic supplement brand Symprove has been selected for Tesco’s Accelerator Programme following its recent listing at the stores nationwide.

This marks a significant step in the brand’s growth as a live and active bacteria supplement provider and shows the increasing growth within the gut health category in supermarkets.

The Tesco Accelerator Programme was made to support high-growth challenger brands, providing increased visibility, strategic support and the opportunity to accelerate distribution.

Symprove is now available in 426 Tesco stores nationwide, which represents its largest grocery listing to date.

Will Bowler, Symprove’s CEO, said: “We are delighted to have been selected for Tesco’s Accelerator Programme this year. It builds on our recent launch into more than 400 Tesco stores nationwide and reflects both our growth and the increasing role gut health is playing in everyday wellbeing.

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“We’re seeing clear demand from shoppers looking for clinically proven solutions that fit easily into daily routines, and working more closely with Tesco will help us build on that momentum.”

Shoppers at the store are now able to purchase 1-week packs in Mango & Passionfruit, Strawberry & Raspberry, and Pineapple, both online and in-store.

This launch will be backed by promotional activity and a marketing plan which aims to drive visibility and trial for shoppers interested in wellness products.

The move also reflects a strong retail performance from the brand and the entrance of functional health products into the mainstream grocery category.