With nearly a quarter (24%)* of the nation admitting they want to improve their diet to enhance their overall gut health, Waitrose & Partners has seen sales of 'gut- friendly' chicory spike in the first few weeks of January. 

Sales of red chicory have increased by 15% compared to last year and searches on Waitrose.com have seen an increase of 26%. 

Grown in Lincolnshire, Waitrose chicory is grown in complete darkness. Keeping them in the dark is important as light encourages the colour pigmentation in the chicon - the root and leaves. It's this colour pigmentation which can give chicory a strong, bitter taste, so the dark environment means a much creamier, softer and more palatable flavour.

Joanne Lunn, Nutrition Manager at Waitrose & Partners says, “Chicory inulin is  found in the root of this delicious leafy vegetable. It is a type of prebiotic which doesn't get absorbed by our small intestine but instead reaches the large intestine and the bacteria found naturally in the gut ferment it.” 

ENDS

For further information please contact:
Claire Earley
claire.earley@waitrose.co.uk
T: 01344825793 M: 07764676379

*Research conducted by YouGov Plc on behalf of Waitrose Health magazine among 2010 adults (aged 18+ across all UK regional) in June 2019.

Notes to Editors
Waitrose & Partners has introduced a 'Love your Gut' range  to support customers with this choice. Developed by nutritionists, these include two delicious soups – available now – and two Kefir drinks which will arrive online and in stores in March.

Available in two flavours, the soups support a healthy and balanced digestive system thanks to the active ingredient, chicory inulin. The tangy and fresh Carrot, Apple & Turmeric Soup with Cider Vinegar is a delicious blend of carrot, apple, coconut milk and cider vinegar finished with a sprinkle of turmeric, while the hearty and nourishing Multigrain Soup is made from chickpeas, millet, pearl barley and lentils in a rich and savoury tomato sauce.