yfood announces significant UK growth; London hub as international workforce surpasses 200, Sainsbury’s & Morrisons listings secured
Major UK listings build on already strong retail growth of +115% year on year; 200 million meals sold globally
Leading European smart food brand, yfood, whose ready-to-drink meals are designed to provide a balanced, healthy, convenient and tasty complete meal, have today announced a significant expansion of their UK retail footprint, securing landmark new nationwide listings with major supermarket retailers, Sainsbury’s and Morrisons.
yfood’s ready-to-drink complete meals are being rolled out across more than 600 stores nationwide, with their Choco and Vanilla flavours available across Sainsbury’s locations, while their Choco and Berry flavours are being stocked across Morrisons stores.
The expansion follows exceptional UK retail growth seen already, with revenues last year up an impressive 115% year on year (2023 vs. 2024), as the Germany founded brand – which only launched as recently as 2017 – continues to strengthen its presence in the UK as a key priority international market for the brand.
A crucial driver of this has been yfood’s performance in Tesco, where since securing listings last year, distribution has already been expanded by 50%. In addition to this, similar success has been enjoyed across Co-op stores, where yfood’s products have transitioned from back-of-store to front-of-store placement, with distribution also last year doubling.
yfood’s rapid expansion extends beyond major supermarkets, where they have forged successful nationwide partnerships with specialist health stores and leading convenience retailers too – including Holland & Barrett, Superdrug, Spar, Costcutter, Londis, Shell, BP, Esso and Nisa – bringing convenient nutrition solutions to consumers on-the-go. This dynamic growth has significantly strengthened yfood’s European footprint, with the brand now reaching consumers in eight countries including through more than 35,000 retail locations, spanning key markets such as Spain, Germany and France.
On the new listings, Paul Sloane, UK & Ireland Country Manager at yfood explains: “We’re thrilled to secure these significant listings with both Sainsbury’s and Morrisons as two of the UK’s biggest and most esteemed nationwide grocers. The momentum we’ve gained in the UK market reflects a clear shift in consumer behaviour towards considering holistic health and wellbeing, and we want to make it easier than ever for consumers nationwide to access nutritionally complete meals, further strengthening our position as a pioneer and leader in the smart food category.”
Operating a successful multichannel model that combines sales across more than 30 countries across the world, yfood’s expansion has also seen them grow their international workforce to more than 200 across three international hubs in London, Munich and Amsterdam, as consumers embrace yfood’s nutritionally complete meals which contain all the essential nutrients the body needs, perfect for those living busy lifestyles.
With their signature ready-to-drink meals most commonly consumed at breakfast and lunch as a healthy meal alternative to consider alongside a varied, broader and balanced diet, yfood’s drinks have been meticulously formulated following extensive technological and nutritional research to boast a complete nutritional profile of high-quality micro and macronutrients. This includes all 26 essential vitamins and minerals and up to 34g of protein, alongside fats, carbohydrates and dietary fibres.
Designed to keep you full for 3-5 hours (with research in fact having shown yfood’s meals to have superior satiety), yfood’s meals also provide over 150 health benefits, and with both dairy and vegan options available, their range of ready-to-drink flavours includes: Classic Choco, Smooth Vanilla, Happy Banana, Cold Brew Coffee, Crazy Coconut, Creamy Cookie, Heavenly Hazelnut, Roasted Almond, Vegan Banana, Vegan Berry, Vegan Choco, Vegan Coffee, and Salted Caramel.
Featuring a low glycaemic index, ensuring no rapid spike in blood sugar levels and a slower release of nutrients which also provides sustained energy, preventing post-meal sluggishness, yfood’s meals feature no added sugar, and are lactose and gluten free.
Alongside their signature ready-to-drink meals, their broader comprehensive range of products also includes nutrition bars in various flavours, each providing 25 essential vitamins and minerals, plus powders that can be mixed with water or milk for a nutritionally complete meal.