Holland & Barrett is relaunching its entire food range, with the first 500 products rolling out this month.
The health and wellness retailer stated that the move marked the start of the biggest transformation of its food category in its 150-year history.
Made up of over 300 new own-label lines and more than 200 branded lines, the new range will see the return of over 70 fresh, chilled food and drinks to H&B’s high street stores. In what the company described as a market first, the revamped line-up will also offer customers foods by key wellness need or specialist diet. The new products have been developed by Holland & Barrett’s in-house experts for gut health, women’s health and skin health.
Covering fresh foods, snacks, and food cupboard items, H&B stated that the range has been designed to complement a weekly grocery shop, with easy swaps offering nutritional benefits.
H&B noted that it will also become the first high street retailer to include the concept of ‘Plant Points’ on food labelling, aimed at encouraging its customers to eat at least 30 different plants a week to support their overall well-being. Meanwhile, customers will be able to have free consultations with trained advisors in all stores and online who can help personalise a menu to meet a person’s nutritional goals.
“We want to make wellness a way of life for everyone, and what you eat is the starting place for a healthier life,” said Alex Dower, Chief Commercial Officer at Holland & Barrett.
“That’s why we’ve spent two years redeveloping and completely overhauling our food offering. We’ve brought together a team of nutritionists, chefs, ingredient specialists and in-house scientific experts, alongside 50 new artisan and small food suppliers to create a truly pioneering and diet-inclusive range. Our priority has been on creating delicious food, bursting with benefits. This coupled with significant investment in a new proposition, range identity and marketing support will see H&B regain its place as the go to for the latest in healthy food on the high street.”
The re-launch of the H&B food range is being supported by a £5m marketing campaign across out-of-home, print, digital, social and PR. It comes at a time when the retailer has also been investing in its store estate, opening 19 new stores and refitting 16 over the last 12 months.
