Women’s health challenger Unfabled has landed its first listings in a major supermarket, rolling a lineup into Sainsbury’s today (20 May).
The range comprises five of Unfabled’s bestselling products: Collagen Gummies, Ashwagandha Gummies, Magnesium Superblend, Apple Cider Vinegar Gummies and Debloat Superblend. They had been selected “to meet the needs women most commonly bring to the brand: energy, stress, sleep, gut health, and recovery”, the brand said.
The launch forms part of Sainsbury’s New & Trending initiative, a dedicated in-store scheme through which the retailer picks brands it believes reflect growing consumer demand.
“Being selected for a programme like this – within a predominantly food-focused retail environment – speaks to how firmly women’s health has moved from niche to mainstream”, Unfabled added. The listings reflected “a simple truth: women shouldn’t have to make a dedicated trip to access supplements that support their everyday health”.
It comes after Unfabled’s research found 70% of women wished they could shop for supplements alongside their weekly food – and it follows Unfabled’s rollout to 737 Boots stores and Holland & Barrett online.
The brand’s products are based on analysis of hundreds of thousands of women, to understand the symptoms they commonly struggle with – from stress and poor sleep to bloating and low energy.
Those insights were “combined with clinical expertise and evidence-led formulation to create products rooted in women’s real experiences, not wellness trends”, Unfabled said.
Hannah Samano, the brand’s founder & CEO, added: “Women’s health support shouldn’t feel niche or complicated. It should fit naturally into everyday life. That’s why launching into Sainsbury’s feels like such an important moment for us.
“For too long, women have had to go out of their way to find support for things like stress, sleep, energy and hormonal health. Bringing Unfabled into the weekly shop is part of changing that, making evidence-led women’s health more visible, accessible and routine.
Most significantly, the launch signalled “something bigger: women’s health is becoming mainstream, and retail is finally starting to reflect that”, Samano added.
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