FROM UNILEVER TO YAKULT: JOE GAILANI TAKES UK SALES HELM AS GUT HEALTH BRAND TARGETS NEXT GROWTH PHASE
MORE RETAILERS, MORE CHANNELS, MORE OCCASIONS: YAKULT STRENGTHENS SALES LEADERSHIP FOR UK GROWTH
Yakult has appointed food and drink industry veteran Joe Gailani as National Sales Manager for the UK & Ireland, handing him responsibility for deepening retailer relationships, expanding distribution and finding new routes to market as the 90-year-old Japanese brand targets its next phase of commercial growth.
Yakult may have more than nine decades of global history behind it, but its new UK sales chief believes there is considerably more growth to pursue.
The gut health brand has appointed Joe Gailani as National Sales Manager for the UK & Ireland, putting the executive in charge of its sales strategy as the company seeks to expand availability across retailers, channels and consumption occasions.
Gailani arrives with more than 18 years of experience in the food and drink industry, spanning national accounts, commercial strategy, customer development and channel growth.
His appointment is part of a broader investment by Yakult in its UK & Ireland commercial and communications operation during 2026, including additional appointments across sales, marketing, digital and PR.
FROM UNILEVER TO YAKULT
Gailani joins Yakult from speciality food distributor Cotswold Fayre, where he led commercial activity across key national retail accounts and worked across retail, wholesale and independent channels.
His earlier career included senior commercial positions at Bonraw Foods and consumer goods group Unilever, giving him experience across health and wellness, plant-based products and functional food.
Across those roles, Gailani has secured listings with retailers including Morrisons, Ocado, Musgrave, Asda and Holland & Barrett.
That experience is particularly relevant to Yakult’s next challenge.
The brand is already established in the UK, where it has operated for around 30 years. The commercial opportunity now is to convert that recognition — and wider consumer interest in gut health — into additional distribution and purchasing occasions.
TURNING BRAND STRENGTH INTO SALES
“Yakult has incredibly strong foundations, with a heritage stretching back more than 90 years globally and 30 years in the UK,” Gailani said.
“What really attracted me to the business was the strength of the brand and the opportunity that still exists to build on that.”
His remit will include strengthening existing retail relationships, supporting category growth and increasing Yakult’s availability through a broader range of channels.
“As consumer awareness and interest in gut health continues to grow, Yakult is well-placed to translate its longstanding expertise and research in the category into further opportunity,” Gailani said.
“My focus is on translating that brand strength into further commercial growth by deepening customer relationships and working closely with our retail partners to ensure we are responding to their priorities and supporting sustainable growth.”
The distinction between consumer interest and commercial execution is important.
A growing category does not automatically translate into growth for every brand operating within it. Distribution, shelf presence, retailer relationships, product development and the ability to reach consumers in different purchasing environments remain central to turning category interest into sales.
NEW ROUTES TO MARKET
Shinji Yamaguchi, Managing Director at Yakult UK & Ireland, said Gailani’s experience across national accounts and channel development aligned with the company’s plans.
“Joe brings a breadth of commercial experience that is highly relevant to our ambitions in the UK & Ireland, particularly across national accounts, channel development and strategic customer partnerships,” Yamaguchi said.
“His appointment strengthens our commercial leadership as we continue to invest in the market.”
Yamaguchi added: “Joe’s ability to combine customer insight with a clear growth mindset will be important as we deepen partnerships, develop new routes to market and build on Yakult’s long-term ambitions in the UK & Ireland.”
That reference to new routes to market could prove significant.
Gailani’s background stretches beyond traditional supermarket accounts into wholesale, foodservice, independent retail and e-commerce — channels that could provide additional opportunities to put Yakult products in front of consumers outside the conventional grocery shop.
SALES MEETS PRODUCT DEVELOPMENT
The role will also extend beyond selling the company’s existing portfolio.
Gailani is expected to work closely with Yakult Europe’s new R&D team to support future product development.
That connection between commercial teams and R&D can provide a feedback loop between what retailers and consumers are demanding and the products eventually brought to market.
It also suggests Yakult’s UK growth strategy will not rely solely on increasing distribution of its current products.
The appointment comes amid wider investment in the company’s UK & Ireland organisation, with new personnel being added across sales, marketing, digital and public relations during 2026.
For Gailani, the objective is now to turn a long-established brand into a broader commercial opportunity.
Yakult already has the heritage and brand recognition. Its next UK growth test is whether it can translate growing interest in gut health into more listings, more channels, new products and ultimately more sales.
