Plant-based drinks brand Rude Health is adding its Chilled Oat Drink with Calcium and Chilled Almond Drink with Calcium to Asda, extending the chilled range across all four of the UK’s largest grocers.
The listings place the chilled portfolio in Waitrose, Tesco, Sainsbury’s, Morrisons and now Asda. Both products carry a recommended retail price of £2.30 and sit alongside the brand’s existing chilled Coconut, Hazelnut and Soya drinks, each fortified with calcium and produced without added sugar or artificial ingredients.
The Asda entry follows reported growth of 50.2% in value across Rude Health’s chilled portfolio over the past year. According to the company, the wider chilled plant-based category rose 1.1% to £164 million over the same period, and the broader Rude Health brand grew 18.9% year on year.
Retailers weigh premium propositions
Sam Maguire, UK Country Manager at Oddlygood Group, said the listing brings the range to a larger audience: “Bringing our chilled Oat and Almond Drinks with Calcium to Asda marks an exciting milestone for Rude Health, making the range available to even more shoppers across the UK.”
Consumer research from parent company Oddlygood Group placed confidence in natural ingredients as the second biggest factor that would prompt low users of plant-based drinks to increase consumption. The same research found that 53% of lapsed plant-based drinkers said they were likely to return to the category.
Oddlygood builds UK footprint
Rude Health was founded in 2005 by Camilla and Nick Barnard and ranks among the UK’s top five plant-based drinks brands. Finnish company Oddlygood, a spin-off of dairy group Valio, acquired the brand in October 2024 to establish a UK and European base beyond its Nordic operations.
Maguire added, “At Rude Health, we’ve always believed that delicious starts with real ingredients, and this new listing means even more shoppers will be able to discover our chilled range.”
