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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… View Article

FOOD AND DRINK NEWS UK

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.

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.

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