Holland & Barrett Launches Wellness Advisory Service; FDA Prioritises Supplement Modernisation
Holland & Barrett commits to in-store wellness advice following a report indicating 74% of UK adults desire preventative health support. Concurrently, the FDA's Human Foods Deputy Commissioner signals dietary supplement modernisation as a key priority.
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London, United Kingdom — 13 April 2026
Holland & Barrett (H&B) has announced a significant strategic pivot towards proactive in-store wellness advice across its UK retail network. This initiative follows an Ipsos report, commissioned by H&B, identifying that 74% of UK adults aged 16-75 believe in preventative health habits, yet 45% only act when issues arise. Dr. Ben Green, H&B's Head of Science, cited a national 'implementation gap' where public desire for preventative health outstrips actual access, with 40% of the public perceiving government inaction. H&B aims to fill this gap, partnering with the NHS by providing community-based support outside traditional clinical settings.
Concurrently, in the US, Kyle Diamantas, Deputy Commissioner for Human Foods at the FDA, reaffirmed the agency's commitment to dietary supplement modernisation. Speaking at a Natural Products Association (NPA) event, Diamantas highlighted that the current regulatory framework has not kept pace with the industry's substantial growth and evolution over the last three decades. Despite significant resource constraints, the FDA intends to re-examine long-standing practices and prioritise actions yielding meaningful public health benefits, with supplement modernisation high on the agenda.
In component news, MSP Starch Products Inc. has established an exclusive distribution partnership with Lehvoss Group for its Solnul-branded resistant starch across Europe. This move capitalises on growing demand for fibre, noting the average European consumes only 4g of the recommended 20g of resistant starch daily. Solnul reports significant interest from European brands, particularly in Germany and the UK, for formulations targeting ready-to-mix fibre powders and meal replacements, which generally permit resistant starch claims.
Separately, Singaporean microbiome firm AMILI and Google are set to launch 'AMILI Optimise', a personalised nutrition mobile app. This phased rollout integrates AMILI's gut microbiome databank with Google's AI capabilities to provide tailored nutrition recommendations based on individual gut profiles and postprandial blood glucose responses. The programme, priced at SGD$750 (US$584), will involve users providing meal photos, wearing continuous glucose monitors, and submitting faecal samples for analysis, with potential recommendations for dietary supplements, including AMILI probiotics.
What this means for United Kingdom
UK brand owners must recognise H&B's move as a significant channel-to-market shift. Brands aligning with H&B's preventative health narrative could gain preferential shelf placement and consumer trust. Manufacturers should explore reformulation opportunities to develop products that support preventative health claims, specifically targeting the 74% of consumers seeking proactive solutions. This also signals a potential shift in high street retail, with Boots likely to follow suit, increasing pressure on smaller independent retailers. Brands should prepare for increased demand for substantiated health messaging and expert-backed product positioning to capitalise on H&B's advisory platform.
Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.