Holland & Barrett is throwing its weight behind British challenger brands by joining forces with the accelerator scheme Breakout Wellness UK.
H&B will become the official retail partner of the programme, offering advice and product development support to 10 “high-potential” brands enrolled on the programme.
Breakout Wellness UK was launched in spring 2026 by the innovation consultancy Growth Studio as support scheme for retail-ready health and wellness brands. The intensive eight-week course focuses on categories including gut health, functional nutrition, hydration, energy and recovery, longevity, sleep, stress management and women’s health.
It’s currently in the process of inducting its first cohort, ahead of an official “showcase” launch on 22 September.
Holland & Barrett joins TikTok Shop, HSBC Innovation UK, Bird & Bird LLP, Somerce, Finishing Line and the Taylored Consultancy as the businesses to offer support as part of the programme.
“Health and wellness is moving fast, and Holland & Barrett has always been at the forefront of innovation,” said H&B chief commercial officer Guy Farmer.
“Partnering with Breakout Wellness is a natural next step, bringing together the creativity and innovation of emerging founders with our scale, health and retail expertise, and trusted colleague advice model to help promising brands develop and grow.
“Ultimately, it’s about bringing great new health and wellness solutions to more customers and delivering on our mission to help people live better for longer.”
The eight-week programme will culminate in a “grand finale” in November. Two winners will receive a listing and support package on TikTok Shop, as well as a £150,000 investment to support their growth.
Breakout Wellness is also supported by a board of wellness business founders and investors. It includes Frood’s Frida Redknapp, Sult founder Henry Goldsmith, Arjun Sofat, the founder of female-focsed hydration brand FreeSoul, and the Gut Stuff founder Alana Macfarlane Kempner.
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