Holland & Barrett has launched its biggest food transformation in ten years dubbed ‘food that loves you back’.

The revamped selection features over 500 new items across own label and branded in its first wave of products, which can be shopped by wellness need or specialist diet.

The move will also see the return of more than 70 fresh, chilled food and drinks to stores.

The products were developed by the retailer’s nutritionists, scientists, chefs and product experts.

Holland & Barrett is also the first retailer to include ‘Plant Points’ on their food packaging, which help shoppers eat at least 30 different plants a week to support their overall wellbeing.

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In another first, shoppers will be able to speak with trained advisors in all stores and online about their food and wellness needs for free.

Holland & Barrett chief commercial officer Alex Dower said: “We’ve always been known for food – we started as a grocer in 1870 in Bishop’s Stortford.

“And we’ve innovated since then with plant-based and speciality diets. But we see this as the opportunity to lead again in the market”.

“We want to make wellness a way of life for everyone and what you eat is the starting place for a healthier life.”

Holland & Barrett is supporting the food relaunch with a £5m marketing campaign.

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