Two years ago, Toby Morris (ex-Hudson, Time Warner, EMAP, Ascential) read a gut-health trend report and decided to turn his frustration with ultra-processed foods into rigorous R&D. The result is Gut & Glory: functional sauces delivering 25% daily fiber in 2 dollops to turn everyday meals into gut-health wins.

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Working with Swiss scientists after UK manufacturers said the formula was “too difficult,” Morris developed no-sugar, no-allergen, no-preservative sauces packed with prebiotics, probiotics, and vitamins. Over 2,000 testers gave “unanimously fantastic” feedback ahead of their UK launch via Ocado.

The category is wide open: gut health is growing 13% YoY, functional food 20% YoY, and sauces have seen limited innovation. Olipop proved fiber-forward products can scale to $1.5B; G&G applies the same insight to sauces used across every meal, with far greater versatility than beverages.

Next up: US retail with a “hack your food” positioning that blends flavor with function. Expansion potential includes dips, breakfast sauces, through a Graza-style DTC model that makes gut health delicious, accessible, and an effortless everyday habit.