From kefir breakfast drinks to superfood powders, wellness brand Biotiful Gut Health has navigated a surge in gut‑health interest, crowded shelves, and new shopper behaviours. Director of DTC & e‑commerce Rob Manning talks product efficacy, taste as a differentiator, and the power of omnichannel storytelling — including Q‑commerce spikes on cold weekends. With Sam Harding’s insights, the episode also explores how GLP‑1 weight‑loss drugs are influencing wellness behaviours, and why brands need to place themselves in fragmented, algorithm‑driven customer journeys before AI chatbots do it for them.

Quotes:

• “Taste is non‑negotiable — we’re in food, people have to enjoy the experience.”
• “Omnichannel isn’t a buzzword; it’s recognising every possible entry point to your brand and being ready when they arrive.”
• “Soon, Gen‑AI could be your personal trainer and nutritionist — if your brand’s not in that meal plan, you’re not in the basket.”