Gut health brand backs bowel cancer charity

A fast-growing gut health food brand has launched a charity partnership aimed at raising awareness of fibre intake and bowel cancer prevention.

Chester-based Bio&Me has partnered with Bowel Cancer UK with plans to raise £100,000 during the first year through product campaigns, retail activity and educational initiatives.

Founded by gut health expert Dr Megan Rossi, the partnership has a strong personal connection after her grandmother died from bowel cancer in 2009, an experience that helped shape her career focus on gut health and nutrition.

A key focus of the campaign will be educating consumers about the connection between fibre and bowel cancer risk. 

Research published in the British Medical Journal found that every additional 10g of fibre consumed daily can reduce bowel cancer risk by ten per cent.

Bio&Me plans to promote the message through educational content, high-fibre recipes, co-branded packaging and in-store activations.

Dr Rossi said: “Losing my grandmother to bowel cancer is what inspired me to study the gut, and since then I’ve seen firsthand both in clinic, and our clinical trials at King’s College London the importance of eating for your gut microbiome for long-term health. 

“Partnering with Bowel Cancer UK is therefore incredibly meaningful, as well as an opportunity to drive real change. 

“If we can help people understand the powerful role something as simple as increasing daily fibre intake by just 10g can play in both bowel health and overall wellbeing, we can make a genuine impact.”

The partnership launch also includes a dedicated episode of Bio&Me’s ‘The 4% Club’ podcast, featuring Dr Rossi and Bowel Cancer UK chief executive Genevieve Edwards discussing fibre intake, bowel health and the importance of early detection.

Genevieve added: “We’re delighted to be partnering with Bio&Me to help raise awareness of bowel cancer and the important role fibre can play in supporting bowel health and long-term wellbeing. 

“Evidence shows that eating more fibre can help reduce the risk of bowel cancer, yet many people in the UK are still not getting enough in their diets. 

“Bowel cancer is the UK’s fourth most common cancer, with someone diagnosed every 12 minutes. 

“Through this partnership, we hope to help people make more informed choices about fibre and diet, and inspire simple, positive changes that could make a meaningful difference to their long-term health.”

Bio&Me has grown rapidly within the UK gut health market, with its range now spanning granolas, overnight oats, protein bars and kefir products stocked in supermarkets including Tesco, Waitrose and Sainsbury’s.

The company recently surpassed £22 million in retail sales following 52 per cent year-on-year growth.

Jon Walsh, Bio&Me chief executive and co-founder, added: “We’re thrilled to be committing to an enduring partnership with Bowel Cancer UK. 

“This is something we’ve been working towards from the very beginning and to see it come to fruition is brilliant. 

“As a brand rooted in science, we see a clear responsibility to translate evidence into everyday habits. 

“Our focus on fibre, combined with the business’s growing retail footprint means we can communicate important health messages directly to consumers, raising both awareness and vital funds for Bowel Cancer UK.”

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