Holland & Barrett says it is getting “back to its roots” as it relaunches its entire food range. The retailer is also introducing a new Plant Points nutritional scoring scheme, which it says “builds on” official 5-a-day advice.
The first 500 products will hit shelves this September. The relaunch marks the start of the biggest transformation of H&B’s 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 what it claims is a market first, H&B range will also offer customers foods by key wellness need or specialist diet, with new lines designed by Holland & Barrett’s 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”.
To coincide with the launch Holland & Barrett is introducing the concept of ‘Plant Points’ on food labelling. The retailer says this is designed to encourage customers to eat at least 30 different plants a week to support their overall wellbeing. Supporting the initiative, customers will be able to have free conversations with trained advisors in all stores and online who, the retailer says, “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.”
H&B says that as part of its revamped food offer, it will be working with small, artisan producers across the UK and Ireland to bring local, first to market products to its shelves. Examples include, 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, and No 42 vegan sausages created by Simplicity in partnership with chef, Ian Rankin.
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).