One year after making its market debut, high-protein, high-calcium cow’s milk brand SuperNutrio is celebrating a successful first year, characterised by expanding retail presence, rising sales and increasing consumer interest. As part of its continued growth, the brand has now secured distribution in 160 Waitrose stores nationwide, further reinforcing its position in the UK grocery sector.
Launched at the end of 2024, SuperNutrio has rapidly progressed from an emerging start-up to a recognised brand now listed across major UK retailers including Tesco, Sainsbury’s, ASDA and Ocado, with more than 1,500 distribution points nationwide.
During the past year, SuperNutrio has achieved consistent quarterly sales increases of 25%, strengthening its position in the chilled dairy category and becoming a key driver in the expanding high-protein milk market.
Consumer response has been highly positive, with the brand achieving an average 4.8-star rating across major retailers including Ocado, Tesco and Sainsbury’s, while also ranking first on Google search for “protein milk”. This performance has been supported by a comprehensive marketing strategy incorporating digital campaigns, social media, PR, brand partnerships and national event sponsorship, helping to build strong brand awareness and accelerate category growth.
Bill Randles, Managing Director at SuperNutrio commented: “Reaching our first anniversary with a Waitrose listing is a milestone that validates everything we’ve worked towards. From day one, our mission has been straightforward, we want to deliver nutritionally superior milk that doesn’t sacrifice taste or natural quality. Our expansion into Waitrose, alongside the confidence shown by other leading retailers and the enthusiastic response from thousands of consumers confirms there’s genuine appetite for functional dairy that keeps things simple. We are excited for 2026, our plan is ambitious and well-prepared, and we are looking forward to expanding SuperNutrio’s reach, bringing our product to even more consumers”
Produced in the UK from 100% British cow’s milk, SuperNutrio is naturally filtered using a patented process that doubles the protein and increases calcium content by 80% without adding powders, sweeteners or stabilisers. Each litre contains 70 grams of protein, making it the highest protein cow’s milk currently available on UK shelves, with double the protein.
SuperNutrio’s appeal spans a wide consumer base. Fitness enthusiasts are choosing it to hit protein goals and aid recovery, families are turning to it for added everyday nutrition, and older adults are seeking its natural benefits for bone and muscle health. Even the GLP-1 user community is recognising the importance of high-quality, nutrient rich foods that support muscle retention and energy levels. The brand is also receiving support from credible influencers (none paid) who are recommending SuperNutrio for its natural credentials and its ability to provide added protein and calcium.
At £2.25 RRP per litre, SuperNutrio is one of the most affordable high-protein options on the market, offering better value per gram of protein than many ready-to-drink protein shakes, which often cost significantly more per serving. With strong retail partnerships, robust growth, and positive consumer sentiment, SuperNutrio is entering its second year with momentum – continuing to expand its footprint and make nutrient-rich, high-protein and double calcium milk accessible to even more households across the UK.
Consumer feedback has been overwhelmingly positive, with many highlighting its taste, texture and clean formulation:
“This is a game changer for anyone who works out and wants to hit protein goals with real food – not those ultra-processed protein shakes and puddings that taste artificial.”
“Super rich and creamy milk. I use it every day in tea and coffee – it’s a brilliant swap if you’re trying to get more protein and calcium in your diet. There’s no additives in it such as protein powders, which makes it a real standout for me.”
SuperNutrio milk supports:
- Enhanced muscle protein synthesis through naturally higher whey and casein levels
- A complete amino acid profile for recovery and muscle growth
- Muscle retention in older adults, reducing age-related muscle loss
- Bone and teeth strength through naturally elevated calcium content
- Overall health and wellbeing, supporting active and balanced lifestyles
SuperNutrio is available in ASDA, Tesco and Sainsbury’s stores nationwide, as well as online via Ocado, with Waitrose launching from 12th November 2025.