Gut & Glory lands Whole Foods, Selfridges as fibre demand surges

Gut & Glory, the UK brand that makes functional condiments with high fibre content, has secured shelf space at Whole Foods Market in London and at Selfridges in London. The listings put the company’s three sauces – Daily Green, Daily Ketchup and Spicy Mango – into two of the country’s most visible premium grocery channels.

Each sauce delivers 25% of an adult’s daily fibre intake from two tablespoons, drawing on more than 10 plant sources per bottle. The products contain no added sugar, no seed oils, and are HFSS-compliant and plant-based. They are also pre- and postbiotic, bridging the gap between condiment and functional food.

Founder Toby Morris, who spent two decades at The Independent, Global Radio, HuffPost and AOL, said the product is designed to fit existing eating habits rather than asking people to change their routines. “People don’t fail at health because they don’t care,” Morris said. “They fail because we’ve designed food that works against them. The gut-health industry’s answer has been to sell pills, powders and supplements that feel like medicine – and that most people forget to take. That’s backwards. Behaviour beats intention, every time.”

The timing of the listings coincides with a sharp rise in consumer interest in dietary fibre. Google searches for “fibre” in the UK climbed 33% in the 90 days through early July, according to Google Trends data. TikTok videos tagged #fibremaxxing have accumulated more than 150 million views, Gut & Glory said. Trend forecaster WGSN has described fibre’s prominence in food as a lasting shift, not a short-term fad.

Yet 96% of UK adults still do not meet their daily fibre target, according to national nutrition surveys. That gap is the opportunity Gut & Glory is chasing – putting a measurable dose of fibre into the one part of the British meal that almost everyone uses every day. Sauce, Morris argues, is a high-frequency category with low friction, unlike supplements that depend on daily discipline.

Whole Foods Market has been expanding its functional food category, and Gut & Glory is the latest addition to that lineup. Selfridges carried the brand earlier this summer. The company sells directly to consumers at gutandglory.co.

Morris’s background in media and technology, rather than food, is unusual for the category. He said he is applying the same playbook of commercial rigour, storytelling and behavioural insight to the most broken part of modern eating. The retail wins suggest that functional food is moving from the supplement aisle to the condiment shelf, where frequency of use is naturally higher.