Grenade, Tribe, Naturya, Centrum and Jonny Wilkinson’s No1 Kombucha are among the brands to feature in a new wellness hub being trialled in Sainsbury’s.
The supermarket has brought together its entire range of wellness and sports nutrition lines in store for the first time, with almost 500 new healthy SKUs among a total of more than 1,000. They include drinking vinegar, egg white smoothies, hemp water, bone broth and superfood powder.
Sainsbury’s will initially pilot the hub in seven stores. Selly Oak, Newbury Park, Watchmoor Park, Coldhams Lane and St Clares launched this week, with Cheadle and Lee Green set to follow in January. If successful, the format will be rolled out in 2019 to further locations.
Featuring ambient and chilled segments, the hub saw Sainsbury’s “go head to head with the likes of Holland & Barrett and Planet Organic” the grocer said. “With the UK’s wellness market set to reach £12.4bn by 2020, Sainsbury’s enhanced offer will bring customers a convenient and easy way to shop for everything they need to support a healthy lifestyle, from specialist food and drink to supplements and vitamins.”
Startup Ossa Organic has its bone broth and vinegar tonic featured in the new hub. The brand’s founder, Catherine Farrant, said she was “pleased to see a supermarket prioritising functional foods, as this will be a big movement in 2019.”