Waitrose has launched dedicated Wellbeing Bays across 52 shops, online and via on-demand delivery, putting more than 40 premium wellness products into the weekly grocery shop. It says it's the first UK supermarket to build a dedicated premium wellness offering, spanning collagen, creatine, hydration, protein and gut health.
The move follows a surge in demand for products once confined to gyms and specialist retailers. Over the past year, Waitrose.com searches rose 171% for collagen, 160% for creatine and 152% for electrolytes, part of a broader mainstreaming the grocer ties to the September reset.
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Nine trend-led brands feature, most of them UK-founded: DTC names Ancient + Brave, Hunter & Gather, and NutriBurst, alongside TRIP, Dose & Co and Free Soul, with electrolyte brand Humantra and gut-health brand Symprove rolling out to more than 100 shops. Over half the range comes in exclusive or supermarket-debut formats, with smaller pack sizes that let shoppers try premium products without an online subscription.
"We're seeing growing demand for products that help customers feel their best every day," said Charlotte Di Cello, chief commercial officer at Waitrose, framing the launch as making high-quality wellness brands easier to discover.
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