Sainsburys has started trialling wellness aisles and hubs to provide specific areas for health products.
The supermarket is dedicating aisles, or sections of aisles, to wellness, health and nutritional products – similar to what you might find in Holland & Barrett.
The areas will house supplements, vitamins, egg white smoothies, protein bars and even drinking vinegar products.
However some critics have claimed that creating dedicated areas for wellness is counter-productive, and that health and nutrition should be the central focus for supermarkets.
In a statement, Sainsburys said, wellness and sports nutrition are areas that are becoming increasingly popular with our customers.
To make sure they can find everything they need quickly and easily, weve doubled our range, introducing specialist and premium brands that customers wont find in any other stores.
With such a convenient choice of distinctive products, were confident that health-conscious customers wont need to shop anywhere else.
Many shoppers will certainly find it appealing to be able to find their niche health and wellness products without having to trawl the high street.
But some customers have raised concerns about whats actually being sold in the aisles, and questioned whether all the products can really be branded as healthy.
Food writer, Bee Wilson, tweeted; This is depressing. A new “wellness” aisle in Sainsburys, Cambridge. Contents: sugary biscuits, protein bars, organic cola drinks, slimming shakes.
The madness of our food culture all in one aisle.
Another Twitter user, Marcia Barrington, replied; I just dont think they get it? Healthy food is easy: home cooked from scratch. Its not difficult.
Sainsburys said in response that the products shown in Bees original tweet were not included in the new wellness range. They also said they will be adding more signs to the Cambridge store to make the distinction clearer for customers.
The wellness hubs launched late last year and, following the trial period, Sainsburys intend to extend the venture in January 2019 and beyond.