Gut Instinct: Biotiful’s CMO on Building the Brand That Recently Sold to Müller £115M+++

In this latest Brand Growth Heroes podcast episode, we’re talking all things gut health, consumer trends, and brand-building at scale with Vince Lawson, CMO of Biotiful Gut Health, the #1 kefir brand in the UK - recently bought by MULLER!

Launched initially as Biotiful Kefir, the brand has undergone a bold transformation to become the go-to name in natural gut health, and the results speak for themselves, with nearly £90M in retail sales pre sale to Muller.

Biotiful Gut Health, was founded by Natasha Bowes in 2012 with a mission to bring ancient Kefir recipes to the UK market. The business has grown rapidly over that period and is now the leading UK gut health brand in the diary sector covering a wide range of kefir related products in drinks, yogurts and other sectors, delivering on Natasha’s vision of improving the gut health of the UK and the world by using natural ingredients.

As CMO, Vince Lawson takes us inside the engine room of Biotiful, from leading product innovation and marketing to building a category-defining brand in one of the most competitive spaces in food and beverage. We unpack how Biotiful stays ahead of the curve with clean protein innovation, food-to-go formats, and ambient gut health boosters—and how a marketing team can become the engine of cross-functional growth.

This episode is packed with real insight on how consumer needs, product development, and commercial success intersect in a scaling brand.

And... in fact, our very own podcast sponsor, Joelson, the leading London law firm, was the sole advisor on the successful recent sale of the business to Müller (“Müller”)! Müller is one of the global leaders in dairy products and has identified functional health as a key driver for growth in the dairy segment of the market in which it is not currently active.

The Joelson team, led by Phil Hails-Smith (Partner) with support from Emma Vantine (Associate), Georgia Edmondson (Solicitor) and Katie Braddell (Solicitor).

Natasha Bowes, Founder of Biotiful, commented:

“It was such a pleasure working with the team at Joelson on this transaction and over the last few years. A huge thank you to Phil and his fantastic team – they have guided me though every step of this transaction. Their reputation in the consumer space is well deserved and I would highly recommend Joelson to any founders in the consumer space who need legal support on any form of transaction.”

Phil Hails-Smith, Partner at Joelson added:

“Congratulations to Natasha on this transaction. We pride ourselves on being the market leading corporate firm for founders. We are so delighted to have worked with a pioneering female founder who has developed an era defining brand and category based on a clear mission and vision to improve the gut health of their consumers. It’s been a privilege to work with Natasha and her team and I’m sure that Biotiful will go from strength to strength with its new owners.”

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Useful Links:

Connect with Vince Lawson on LinkedIn

Connect with Biotiful on LinkedIn

https://biotifulguthealth.com/ https://biotifulguthealth.com/

https://www.instagram.com/biotiful_gut_health/

https://www.facebook.com/biotifulguthealth

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!

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A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?

This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

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