In a move that the supermarket chain describes as ‘going head to head with the likes of Holland & Barrett and Planet Organic,’ the retailer has doubled its wellness range to more than 1,000 products, including specialist and exclusive brands.
Sainsbury’s said: ‘With the UK’s wellness market set to reach £12.4 billion by 2020, our enhanced offer means customers can easily find and shop a range of products that can help supplement a balanced diet and healthy lifestyle, from specialist food and drink to supplements and vitamins.’
The entire range of wellness and sports nutrition products has been brought together in-store for the first time, with almost 500 new products boosting the range from brands including Optimum Nutrition, Women’s Best and Tisserand.
Alongside specialist products such as hemp water, bone broths, activated nuts and superfood powders, Sainsbury’s will be the only supermarket to sell exclusive brands such as No 1 Kombucha, Tribe and Curators.
New fixtures have been used to differentiate the wellness hub in-store, alongside chiller cabinets stocked with ready-to-drink, chilled sports juices as well as soft drinks, including drinking vinegars and egg white smoothies.
Sainsbury’s will unveil the dedicated wellness hubs in a total of seven supermarkets. Selly Oak, Newbury Park, Watchmoor Park, Coldhams Lane and St Clares launched this month, with Cheadle and Lee Green following in January. If successful, the format will be rolled out to more stores next year.
Sainsbury’s food commercial director Paul Mills-Hicks said: “Wellness and sports nutrition are areas that are becoming increasingly popular with our customers. To make sure they can find everything they need quickly and easily, we’ve doubled our range, introducing specialist and premium brands that customers won’t find in any other stores. With such a convenient choice of distinctive products, we’re confident that health-conscious customers won’t need to shop anywhere else.”