Walk into a Holland & Barrett today and there is a functional mushroom shelf. Lion's Mane, Reishi, Cordyceps, jars from half a dozen brands. It looks like it has always been there. It has not.
Before the shelf
We started in 2019 with CBD, and by 2020 our CBD range was on Holland & Barrett shelves. That taught us how the high street works: what a buyer needs to see, what a customer reads on a carton in the eight seconds before they decide, and how much a label has to earn its place.
Bringing mushrooms in
In 2022 we brought functional mushrooms to Holland & Barrett. There was no category to slot into, so we had to build one: explain what a fruiting body is, why a beta-glucan figure matters, and why a mushroom blend should lean on vitamins and minerals with approved claims rather than promises nobody can make. Other brands followed onto the shelf we opened.
Millions of capsules later
We have since sold millions of capsules through Holland & Barrett. Every one came from a customer picking a jar off a shelf, reading the back, and deciding to give it a go. That is still the test we design for.
Still our home on the high street
Holland & Barrett is still where you will find us on the high street, alongside our drinks in Sainsbury's, Ocado, Booths, WHSmith and others, and the full range on Amazon. If you are standing in a store, look for FOCUS, RELAX, DREAM and ENERGY on the mushroom shelf. We were there first.
For how we choose between the jars on that shelf, including our own, read the best focus supplements in the UK, honestly ranked.
ONE GOOD THING,
EVERY SUNDAY MORNING.
A ritual, a recipe or something we've learned in the undergrowth, plus first dibs on new pours and stockist news. No noise, ever.
