Unfabled, the UK women's health brand founded by Hannah Samano, has entered grocery retail for the first time with a launch into 61 Sainsbury's stores nationwide.
Join European founders, operators, and investors who read The Checkout every week.
The five-product range hit shelves on 20 May as part of the supermarket's 'New & Trending Brands' section, a fixture Sainsbury's has built to showcase brands tracking emerging consumer demand.
What's Unfabled offers
Unfabled's lineup includes Collagen Gummies, Ashwagandha Gummies, Magnesium Superblend, Apple Cider Vinegar Gummies and Debloat Superblend.
From specialist to supermarket
The Sainsbury's deal caps a rapid retail run. In the past eight months, Unfabled has rolled into 737 Boots UK stores, Boots.com and Holland & Barrett online.
The thesis behind the push is one the brand has been consistent about: women's health belongs in the weekly shop.
"Products once deemed niche are becoming part of everyday routines," said Hannah Samano, founder and CEO of Unfabled. "Women's health is moving from the sidelines into the mainstream — and retail is starting to reflect that."
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY WAYFLYER
Wayflyer provides purpose-built financing to consumer brands worldwide, deploying over $6 billion to 7,000+ businesses since launching in 2020. Their data-led underwriting model and deep industry expertise enables them to deploy capital in hours, not weeks - a speed traditional lenders simply can't match.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
A private network for Europe's leading eCommerce founders & CEOs.
A space for founders & CEO's to find each other, learn from each other, and move faster together.
