the gut stuff

What the gut stuff does

The Gut Stuff is a UK-based consumer packaged goods (CPG) company specializing in high-fibre snack products marketed on a gut-health value proposition. Founded in 2017 by Scottish twins Lisa and Alana Macfarlane, the company manufactures and sells High Fibre Bars (10g fibre per bar, multiple flavours including peanut butter, cocoa hazelnut, mixed, zingy lemon) and High Fibre Pop ready-to-drink beverages (10g fibre per can), packaged in boxes of 12 or 30 units. The company's business model is anchored in product-led growth through mainstream UK grocery retail (Sainsbury's, Tesco, Co-op) and a direct-to-consumer e-commerce storefront (shop.thegutstuff.com), supplemented by an education-first content ecosystem comprising a website with 30+ expert-authored articles, the Chattin Sh*t podcast, the 100 Days to Hack Your Gut Health freemium tracking app, YouTube and TikTok channels, and an Instagram presence exceeding 156,000 followers. A secondary B2B workplace wellness channel targets employers with corporate gut health programs, and an affiliate/collaboration program extends distribution through expert and influencer partnerships. Pricing is unit-based (pay-as-you-go) for physical products, with active promotional discounts (15% off high-fibre bars and drinks, £5 off first email sign-up), while the app operates on a freemium model. The company was acquired by Swiss food conglomerate Hero Group in April 2026 for an undisclosed fee, with the founders remaining to lead the brand and the parent's global distribution infrastructure positioned to accelerate international expansion.

Name

the gut stuff

Legal name

The Gut Stuff Limited

Website

https://thegutstuff.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Gut Stuff is a UK-based consumer packaged goods company founded in 2017 by twins Lisa and Alana Macfarlane, selling high-fibre snack bars and drinks (10g fibre per serving) through UK grocery retailers and D2C e-commerce, complemented by a gut health app, podcast, and educational content ecosystem. Acquired by Swiss food conglomerate Hero Group in April 2026.

Ownership category

akta.pro rank

Product category

Gut Health Snacks

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)

akta.pro secondary industries

Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups) (CRAHAKAH), Probiotics & Digestive Health Supplements (CRADAGAF), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• High fiber snacks
• Gut health products
• Functional beverages
• Digestive health foods
• Fiber supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Consumer packaged goods sales: Direct product revenue from high-fiber snack bars and drinks sold through own e-commerce (shop.thegutstuff.com), major UK grocery retailers (Sainsbury's, Tesco, Co-op), and affiliate/collaboration channels. Primary revenue driver.
2. App / membership subscription: The Gut Stuff app (100 Days to Hack Your Gut Health) offers a digital diary and tracking program for gut health management. Revenue model for the app not explicitly disclosed but implied as a free or freemium digital product driving product discovery.
3. B2B workplace wellness: Corporate wellness programs and workplace gut health services offered as a B2B channel, targeting employers as institutional customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Gut Stuff develops, brands, and sells high-fiber snack bars and ready-to-drink beverages formulated for gut health, each providing 10g of fiber per serving to help consumers meet the 30g/day recommended intake. The physical product line is complemented by a freemium digital gut health tracking app (100 Days to Hack Your Gut Health), a podcast, and an extensive educational content platform covering microbiome science, gut tips, recipes, and fermenting guides.

Product overview

The Gut Stuff is a UK-based gut health consumer products company founded by Scottish twins Lisa and Alana Macfarlane. The company operates a multi-product portfolio centered on high-fiber snack foods and beverages, complemented by digital health tools and educational content. Core products include High Fibre Bars and High Fibre Pop drinks (both providing 10g fiber per serving), sold directly to consumers and through retailers including Sainsbury's, Tesco, and Co-op. The digital ecosystem includes The Gut Stuff App (100-day gut health program with symptom tracking), while content offerings comprise the Chattin Sh*t podcast, recipe library, and educational articles on gut microbiome science. Additional products include fermentation kits and a published cookbook. The company was acquired by Swiss food conglomerate Hero Group in April 2026 to support international expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• High Fibre Bars Snack bars formulated to deliver 10g of fibre per bar, helping consumers meet the 30g/day recommended fibre intake. Available in flavours including peanut butter, mixed flavour, cocoa hazelnut, and zingy lemon, sold in boxes of 12 or 30 units via the D2C shop and major UK grocery retailers (Sainsbury's, Tesco, Co-op).
• High Fibre Pop Ready-to-drink flavoured fibre beverages packaged in cans, delivering 10g of fibre per serving. Sold in mixed-flavour boxes of 12 cans (including zingy lemon) via the D2C shop and UK grocery retailers.
• The Gut Stuff App (100 Days to Hack Your Gut Health) Freemium mobile application providing a digital gut health diary and 100-day program for logging and tracking gut symptoms, food intake, and digestive patterns, with reports users can share with healthcare professionals.
• All-in-One Fermenting Kit Physical kit providing tools and instructions for home fermentation of foods such as sauerkraut, kimchi and other fermented products to support gut health, sold via the D2C shop.
• The Gut Stuff Book Published cookbook and gut health guide containing recipes and educational content about gut health, fibre, and fermented foods, sold via the D2C shop.
• Gut Diary Physical diary product for tracking gut health symptoms, food intake and digestive patterns, helping users identify triggers and behavioural patterns in their gut health, sold via the D2C shop.
• Workplace Wellness Program B2B service offering gut health and nutrition programming for UK employers, including employee wellness initiatives, education and product access. Sold to corporate buyers via a dedicated Workplace Wellness channel.

Quantifiable outcome

• 90% year-over-year sales growth for high-fibre snack products
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• BioGaiaminorStrategic or Co-development PartnerBioGaia, a Swedish probiotic company, sponsored The Gut Stuff's 'Growing Guts' content series covering infant gut health topics. BioGaia is a brand focused on probiotic supplements for infants, children, and adults. Content covered topics such as colic, regurgitation, reflux, and pregnancy nutrition.
• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor UK grocery retailer stocking The Gut Stuff high-fibre bars and drinks in stores across the UK. Part of mainstream retail distribution strategy making gut health products accessible to a broad consumer base.
• TescocoreChannel Partner/ Reseller/ DistributorMajor UK grocery retailer stocking The Gut Stuff high-fibre bars and drinks. One of three core UK grocery retail partnerships alongside Sainsbury's and Co-op.
• Co-op UKcoreChannel Partner/ Reseller/ DistributorUK grocery retailer stocking The Gut Stuff high-fibre bars and drinks. One of three core UK grocery retail partnerships alongside Sainsbury's and Tesco.
• CityDietitiansminorStrategic or Co-development PartnerConsultant colorectal dietitian Sophie Medlin and CityDietitians authored The Gut Stuff's guide on 'Who to see about your gut symptoms', providing expert-backed guidance on working with nutrition professionals.
• Anxiety UKminorStrategic or Co-development PartnerAnxiety UK collaborated with The Gut Stuff to create an infographic on the gut-brain axis and anxiety, providing expert review and co-branded educational content.
• Dr. Dawn HarperminorStrategic or Co-development PartnerGP and TV doctor (Channel 4's Embarrassing Bodies) contributed expert content on 'Getting the best from your GP appointment' for The Gut Stuff's gut health advice section.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Deliciously Ella: UK founder-led plant-based wellness CPG brand built around a personal health story. Directly comparable to The Gut Stuff in being a UK founder-brand selling functional foods into mainstream grocery (Sainsbury's, Tesco, Waitrose) with a strong content and community layer.
• Huel: UK-headquartered functional food brand offering shakes, bars, and meals positioned around nutrition and convenience. Comparable in its UK D2C + mainstream grocery model, founder-led origin, and focus on quantified functional nutrition claims.
• Press London: UK gut-health shots and prebiotic beverage brand with a similar 'functional benefit per serving' proposition. Directly comparable as a UK challenger gut-health CPG targeting health-conscious consumers through similar retail and D2C channels.
• Rhythm 108: Swiss functional snack brand (tea biscuits, protein bars, filled biscuits) sold in mainstream grocery. Comparable to The Gut Stuff in positioning as a healthier snack-bar alternative, with shared European retail footprint and similar gut/functional health positioning.
• Rude Health: UK functional plant-based food and drink brand (mylks, granolas, cereal bars). Comparable as a UK premium CPG brand with strong grocery distribution and a founder/values-driven narrative emphasising ingredient quality and digestive wellness.
• Pip & Nut: UK founder-led nut butter and snack brand sold through Sainsbury's, Tesco, and other major grocers. Comparable as a UK challenger CPG using founder storytelling, content marketing, and premium positioning to compete in mainstream grocery.
• Biona: UK organic and natural CPG brand across snacks, bars, and functional foods with broad health-food and grocery distribution. Comparable as a UK functional/organic CPG competing for similar shelf space and health-conscious consumers.

Broad incumbents

• Yakult: Global probiotic functional drink brand owned by Yakult Honsha. Comparable as a legacy gut-health CPG with science-backed claims, broad grocery distribution, and consumer awareness around digestive wellness — though at much larger scale.
• Activia (Danone): Danone's gut-health yoghurt brand with explicit probiotic/ digestive health claims and mainstream UK grocery presence. Comparable as a large incumbent in the gut-health CPG category against which The Gut Stuff must compete for shelf space and consumer mindshare.

Emerging players

• BioGaia: Swedish probiotic supplement company focused on Lactobacillus reuteri strains for gut, infant, and oral health. Already a partnership counterparty for The Gut Stuff's 'Growing Guts' content series. Comparable as a gut-health specialist brand with science-led positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thegutstuff
• YouTubeyoutube.com/thegutstuff
• Facebookfacebook.com/TheGutStuff
• LinkedInlinkedin.com/company/the-gut-stuff
• Instagraminstagram.com/thegutstuff
• TikToktiktok.com/@thegutstuff

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about the gut stuff