The female-founded, certified B Corp fermented drinks brand scales mainstream grocery distribution, relaunching its signature water kefir in bottles into Sainsbury’s chillers and launching its Remedio range into M&S Foodhalls.
Agua de Madre, the all-natural functional drinks brand, has secured a double listing across Sainsbury’s and Marks & Spencer, accelerating its presence from cult wellness drink to household staple.
Agua de Madre has relaunched its 330ml bottled water kefir in two flavours – Blood Orange and Raspberry & Passion Fruit – in an exciting move for both the brand and Sainsbury’s. The grocer will hold exclusivity for the launch. Bottled water kefir was at the very heart of the brand’s inception, and relaunching with this iconic UK grocer marks a major moment. The all-natural, fermented, vegan water kefir is packed with live cultures and will be available in chilled aisles in 174 Sainsbury’s stores across the UK.
Simultaneously, Marks & Spencer has become the first grocer to bring Agua de Madre’s innovative Remedio range to market, launching with all three core flavours: Lemon & Ginger, Turmeric & Ginger and Blackcurrant & Ginger. Available in-store in the tea aisle alongside functional hot drinks, the listing marks the retail debut for the brand’s fresh fermented tea.
The M&S launch follows explosive Direct-to-Consumer (DTC) performance, with 190% growth year on year for Remedio, including becoming the no.1 fermented tea on Amazon, which generated rapid sell-outs and exceptional repeat purchase rates online.
Nicola Hart, Founder of Agua de Madre, said: “Securing listings with both Sainsbury’s and M&S in one leap is a defining moment for Agua de Madre. When I first started brewing water kefir, my ambition was to make real, live ferments accessible to everyone. Seeing our signature bottles in Sainsbury’s chillers, in tandem with Remedio’s debut on M&S shelves, proves that functional gut health has firmly entered the mainstream UK shopping basket.”
Leon Pullin, Managing Director at Agua de Madre, added: “Things are fizzing up at Agua de Madre! Remedio has just landed in M&S, and our Water Kefir is now nationwide in Sainsbury’s, alongside Waitrose, Whole Foods and Ocado, marking a very big moment for fermented drinks. We’re shaking up two aisles at once: water kefir is bringing live, fermented benefits to soft drinks, and Remedio is giving shoppers a functional alternative in a tea aisle that’s been crying out for innovation. The Madre has been brewing this movement since 2017, with an increasing number of brands and retailers wanting to join the party. It shows fermented drinks are here to stay. We’re only just getting started…the headroom is huge.”
About Agua de Madre
Founded in 2017 by Film Producer Nicola Hart, fondly known as The Madre, Agua de Madre is recognised for its great-tasting fermented drinks. The award-winning water kefir comes in four delicious flavours including Lemon & Ginger, Raspberry & Passion Fruit, Pink Grapefruit & Lime, and Blood Orange. The company created Remedio and Culture Shots in response to increased demand for all-natural functional drinks. A proud Great Taste Award Producer, B Corp, and a member of Buy Women Built, we donate 1% of profits to female-focused charities around the world. For more information, please head to www.aguademadre.co.uk
