Holland & Barrett is literally putting food front and centre of its stores as it rolls out its big food range relaunch. The new Plant Points and ‘healthy swaps’ messaging is boldly used throughout stores as is the new ‘Food that loves you back’ strapline.
For some industry commentators, the development amounts to a significant repositioning for the 153-year-old business.
H&B announced that it was relaunching its entire food range earlier this month. Made up of over 300 entirely new own brand lines, designed from scratch and over 200 branded lines, the new range sees the return of over 70 fresh, chilled food and drinks to H&B’s high-street stores.
Commenting on the move, sustainable food industry specialist, Simon Wright (of OF+ Consulting) told Natural Newsdesk: “The new range is thoughtful and informed by current nutrition and foodie trends. There is some interesting free-from innovation here – mustard that contains no mustard!
“The challenge for me is that H&B had run down their food offer so comprehensively that they no longer register as a food retailer in the eyes of many consumers. If they can re-establish themselves as a destination for nutrition-conscious foodies their new range should do well.
“In the interim the multiplies have raised their game on nutrition and challenger brands so H&B will have to work hard on marketing and promotion. Unlike supermarkets many branches of H&B are high street rather than out of town and this could work to their advantage.
Main image: Putting the food back into health food. Scenes from H&B’s Tunbridge Wells store this week.