UK health food giant Holland and Barrett chose a fermented turmeric drink as one of three new products the leading retailer will stock on its shelves, at the Natural and Organic Products Europe - NOPE show in London, April 22-23.

The decision to put Turmeric Vitality on the shelves was taken following a two-minute pitch by founder Sam Hewitt, at Holland and Barrett’s Innovation Pitch LIVE event, and underlines the significance of the number of fermented food products that established enterprises and newcomers were launching at the show.

“Probiotics have come on a lot because of the number of digestive problems people now have,” says Mr. Hewitt, who started making his products after realizing that a number of his osteopathic clients had this problem.

While many products were from newcomers, even established brands such as Biotta were relaunching their range of fermented juices, so great is the increasing demand for fermented products.

Holland and Barrett weren’t the only ones to recognize the growing importance of fermented food products: Remedy Kombucha Raspberry Lemonade was named Best New Drinks Product at the show, and the New Judges Choice Award went to Healthy Food Brands: Sparkling cyder vinegar soft drink.

Bravura Foods from Portugal launched two new ranges of fermented drinks onto the European market including My Gutness, made up of four varieties of fermented, unpasteurized and vegan lemonade. This joins Captain Kombucha which has been available in other markets for a year. YA also launched a range of fermented dairy-free desserts, and Kazakhstan-based Freshmilk introduced its range of dried, fermented horse milk. The product won a Natural and Organic Award in Asia last year.

The vegan section of the show revealed two types of fermented nut cheese, from Cicioni, an amazing Italian brand which has been producing its almond and cashew cheese for a year and from Scotland-based Nutcrafter, which produces a range of fermented cashew cheese, a vegan halloumi and spreads. They were going to launch in New Zealand in a month, revealed director and co-founder Aimee Jackson.

Two products which won Great Taste awards last year were also present at the show: Go Wholesome fermented food and Mount Olympus Pure Foods kefir.

“Just a few years back it was mainly Eastern and Middle Eastern people, and maybe Asian people, who knew about kefir. Now all of the British people are aware of the products too.

“People know what they are talking about now when they are looking for kefir,” said Lana Kapelas a nutritionist and creative director at Mount Olympus Pure Foods, which was launching its goat kefir to the UK market at the show.