Holland & Barrett launches biggest transformation of food in a decade
Holland & Barrett has embarked on the biggest transformation of its food category in a decade with a relaunch of its entire food range.
The first 500 products are hitting shelves this month.
Comprising over 300 entirely new own-brand lines and over 200 branded lines, the new range will see the return of over 70 fresh, chilled food and drinks to the retailer’s high-street stores.
In a market first, the range will also offer customers foods by key wellness need or specialist diet and will include new lines developed by Holland & Barrett’s expert nutritionists, chefs and in-house experts for gut health, women’s health and skin health.
Never Miss a Retail Update!The retailer is also introducing the concept of ‘Plant Points’ on food labelling to encourage customers to eat at least 30 different plants a week to support their overall wellbeing. 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 at Holland & Barrett, said: “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.”
The re-launch of H&B Food is being supported by a £5 million 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 by opening 19 new stores and refitting 16 in the past year.
Established in 1870 as a grocer in Bishop’s Stortford, Holland & Barrett has grown to 800 stores in the UK and Ireland.
