Holland & Barrett is set to unveil a major expansion of its own label and branded food lines in the new year, as its food and drink overhaul continues.
Around 90 new own-label lines and 200 new branded lines will launch into Holland & Barrett stores in January.
The Grocer understands about 30 of the products have already began rolling into stores, including a new 16-strong sports nutrition own label called TriActive. It includes whey-based protein lines and added-protein bars.
In another first for Holland & Barrett, the retailer will launch its first ever line of own brand teas “with benefits”. Honey and spreads, cereals and flour are among the other categories that will see own label NPD. H&B has also expanded its snacking lines, with particular focus on “better for you” savoury snacks.
It is the latest tranche of Holland & Barrett’s food and drink overhaul, following a complete reset and relaunch of its food and drink lines in September last year. It saw the launch 360 new own label products, as well as the relaunch of its core heritage fruits, nuts and seed mix lines. H&B also reintroduced chillers into stores for the first time since the Covid-19 pandemic in a trial of chilled food.
The Grocer first revealed proposals to expand the food and drink offer in November, following the opening of Holland & Barrett’s first ever dedicated food innovation kitchen, near Oxford Street in London.
Holland & Barrett had focused on rebalancing its core food and drink ranges during the first stage of the food and drink launch, with a focus on key “missions” like healthy alternatives, “naturally nutritious” store cupboard ingredients, and products “with benefits” that tap into its core offer as a health and wellness retailer.
The next stage would carry on that focus, across different categories of products. The ultimate aim was to build an NPD pipeline to create a “differentiated brand” that “stands up” across the Holland & Barrett business as it continues to expand globally, group product director April Preston told The Grocer.
“It’s about an intent around innovation, differentiation and creating something new. We are nobody’s primary shop, they have to make a conscious decision to come to us, and therefore there is no point us just doing what everybody else does,” Preston said.
The renewed focus on food, has come alongside a major investment in overhauling H&B’s store estate under owner LetterOne’s multi-year turnaround plan. The retailer aims to open the equivalent of one store a week in 2025.
Own-label sales were up 33% year on year following the launch, with branded sales also up 14% since the food relaunch began, said Rachel Chatterton, H&B director of product.
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