Kefir brand Biotiful Gut Health has been selected as the ‘Official Gut Health Partner’ of Gloucester Rugby.
As part of the partnership, Biotiful Gut Health will work with the club’s team to support players’ diets with their range of Kefir products, all of which contain high levels of natural protein, billions of live cultures and have no added sugar.
The brand said it is seeing an increased demand for kefir products in the world of elite sport. “It is fantastic to see how gut health has come to the fore in recent years, and no more so than in the world of elite sport.” said Vince Lawson chief marketing officer of Biotiful Gut Health.
”We look forward to supporting the entire team with their gut health, thus in turn helping them to improve their overall wellbeing, energy levels and post-game recovery. At long last, gut health is becoming a key part of the world of rugby.”
James Hudson nutritionist at Gloucester Rugby added: “Nutrition plays a vital part in our performance model and with Biotiful’s support, we are able to maximise a food-first approach to improve the team’s overall health and performance, both on and off the pitch.”
For more than a decade, it has been refining its kefir drinks using a 2000-year-old recipe, with British milk and billions of live cultures.
According to the company, it achieved a market share of over 70% in the kefir category in the UK, before expanding its product line to include kefir yoghurts.
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