German ready-to-drink meal company Yfood is prioritizing international growth, as it announces listings at Tesco, the UK’s largest grocer. The brand, backed by Nestlé, has rolled out its three original RTDs – Fresh Berry, Smooth Vanilla, and Classic Choco – in 350 Tesco Extras and superstores at £3.50 ($4.26) per 500ml bottle.
Yfood’s mission is to deliver better health to people globally, which is why expanding internationally is crucial. According to Paul Sloane, Yfood’s UK and Ireland country manager, the brand recognizes that health issues exist at a human level in every country, making every market significant. The company is currently focused on expanding in the UK, Netherlands, and France as key markets.
Sloane explains, “We can’t just go everywhere and deliver without focus, so we strategically test the market online first. Once we see traction and a good fit, we then move to retail.”
Yfood currently operates online in 30 countries and physically in retail in eight countries. Alongside RTD meals, the brand also offers powders and bars.
Yfood received a minority investment from Nestlé earlier this year, but the Swiss dairy giant did not take control of operations or strategy. Sloane highlights the positive benefits of working in partnership with Nestlé, leveraging their strategic experience to learn and grow as a business.
With offices in Munich, the UK, Netherlands, and France, Yfood is well-positioned for future growth. Sloane sees potential in expanding with Tesco, possibly securing listings in convenience stores to cater to consumers who prefer quick and convenient meals.
“This is just the beginning of a partnership,” says Sloane. “We’re at the start of our journey, but we’re already discussing long-term collaboration.”
Each 500ml Yfood bottle contains 26 vitamins and minerals, along with 34 grams of protein and fiber. In the UK, the company has recently secured listings in WHSmith, Superdrug, Spar, Nisa, Holland & Barrett, and selected Co-op stores to expand its national presence.
