Holland & Barrett

Holland&Barrett launches its biggest transformation in food for a decade – it's food that loves you back


6 September 2023


Holland & Barrett, the UK’s leading health and wellness retailer, is getting back to its roots with the relaunch of its entire food range. The first 500 products are hitting shelves this September and marks the start of the biggest transformation of its food category in its 150-year history.

Made up of over 300 entirely new own brand lines, designed from scratch and over 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 a market first, the H&B range will also offer customers foods by key wellness need or specialist diet, with new lines designed by Holland & Barrett’s expert nutritionists, chefs and in-house experts for gut health, women’s health and skin health. From fresh foods to healthy snacks, and food cupboard items, the range is designed to complement its customers’ weekly grocery shop with simple, easy swaps that are packed with nutritious benefits. 

The launch will see Holland & Barrett become the first high-street retailer to include the concept of ‘Plant Points’ on food labelling, helping to encourage customers to eat at least 30 different plants a week to support their overall wellbeing. In another first, customers will be able to have free conversations with trained advisors in all stores and online who can personalise a menu that includes the best nutritional solutions based on a customer’s goals.

Alex Dower, Chief Commercial Officer, Holland & Barrett, comments: “We want to make wellness a way of life for everyone and what you eat is the starting place for a healthier life. 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.”

Alex Dower continues, “We're proud to be the first retailer to include Plant Points on our food labels.  Plant Points are a handy way to make sure you're eating a nutrient-packed diet.  We’re encouraging our customers to aim for at least 30 different plants a week to support their overall wellbeing. There’s emerging evidence that we need to go beyond five-a-day and focus on getting plant variety into our diets to support our gut health, and in turn our overall health. That’s why we’re adding plant points to our labelling, as part of our focus on raising awareness of the benefits of good gut health.”

Holland & Barrett has been a leader in health and nutrition for over 150 years. Established in 1870 as a grocer in Bishop’s Stortford, it has grown to 800 stores in the UK and Ireland alone, and healthy food has remained core to its proposition. Known for supporting millions of people in the UK who follow specialist diets, from introducing the first vegan ranges to foods for lower carb, low and no sugar as well as those with food allergies or intolerances. The new range caters to over 10 different allergies and dietary intolerances as well as support for specific conditions and wellness needs including gut health, women’s health, immunity, energy and more. 

As a specialist retailer, H&B’s size means it can work with small, artisan producers across the UK and Ireland to bring local, first to market products to its shelves. This includes Jess’s Dairy, a third-generation dairy farmer from Gloucestershire who H&B has partnered with to bring a kefir drinking yogurt to market. Hodmedods, who supply the range with British quinoa, flamingo peas and further grains and pulses, work directly with farmers committed to increasing biodiversity and are leading the way in regenerative farming. The new No 42 vegan sausages are created by Simplicity in partnership with chef, Ian Rankin, and are made with six plants and the power of fermentation to offer a healthier alternative.

The re-launch of H&B Food 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 in the last calendar year (Oct ’22 – Sept’ 23).