Health: One of the biggest drivers in speciality food and drink

For decades, food and drink that offered health benefits – think nutrient-dense wholefoods, or items which made grand claims and hailed from far flung destinations – were solely available from specialist health food stores. Ones which sold supplements and tinctures alongside their superfood offering, and which were tricky to navigate for shoppers who weren’t totally fluent with the language of ‘wellness’. These establishments often came with a supportive, knowledgeable staff member on-hand to answer questions, but still seemed a little out of the comfort zone for many UK shoppers.

Fast forward to now, and food and drink products are making health claims left, right and centre – so much so that it can be difficult to uncover the truth behind these fabulous-sounding stories. The good news is that Speciality Food readers don’t need to travel far from their knowledge base to make the most of the wellness opportunity – in fact, it could just be a question of relearning (with a new lens for health credentials) about some of the products you already stock. If you’re looking to explore this modern opportunity further, though, there are plenty of products to whet your appetite.

Wellness has gone mainstream, says Nicole Compen, founder of raye the store. “Consumers today are far more conscious about what they put in their bodies and on their skin, and they’re looking for products that align with their lifestyle values: natural, functional, sustainable, and beautifully designed. These are no longer niche concerns – they’re everyday priorities.”

While the consumers who shop in delis may not be hardcore wellness fanatics, they follow enough principles espoused by the health and wellness sphere for its products to be a natural fit. “Fine food retailers are perfectly positioned to lean into this because their customers already expect discovery, quality and a story behind what they buy,” explains Nicole. “By stocking wellness products, retailers can extend that same experience beyond the plate - into supplements, adaptogenic drinks, clean beauty, and functional snacks. It’s about curating a holistic lifestyle offering that feels seamless, not fragmented.”

Serving up health

One thing’s for certain: the case for stocking health-boosting foods is a strong one, with the market seeing considerable growth – largely thanks to the glowing advocates on social media. One such sensation is Acai Berry, a business with stores in London and a freshly-launched e-commerce option which sources acai – a berry rich in antioxidants amongst many other nutrients – directly from the Amazon. 

“The growth of the açaí market in the UK over the past five years has been extraordinary and reflects a much bigger movement in the wellness food sector,” begins Marcus Carmo, CEO. “Consumers are actively seeking out nutrient-dense options that deliver both taste and functional benefits, and açaí fits perfectly into that space.”

Acai itself is a great starting point, as its frozen format makes it convenient for shoppers to have on standby and likely to be habit-forming – not to mention its supreme health credentials. “Naturally rich in antioxidants – significantly higher than blueberries – as well as being rich in fibre, iron, calcium, Vitamin A and healthy fats, açai provides natural energy in a way that is both versatile and enjoyable. At Acaí Berry, we’ve seen this first-hand: in 2025 alone, our sales have almost doubled, and we’re now serving more than 16,000 açaí bowls every week in London alone. It’s clear that açaí is not just part of a passing trend, but a cornerstone of the wellness food revolution happening across the UK.”

Health goes foodie

It’s not only products which, let’s be honest, might be tricky to pronounce until you’ve been schooled by a wellness pro, that offer a powerful way for fine food indies to tap into the wellness trend. There’s a great number of products which are naturally high in goodness, not least simple locally-grown and ideally organic produce. Bonus points for ‘offering the rainbow’ to promote the consumption of a range of nutrients (and create an eye-catching display) and pushing trendy mushrooms.

Herbal tea is a great starting point if you want to dip your toe into the wellness realm. “A carefully blended herbal infusion can be just as thoughtful and premium as a fine bottle of wine or olive oil on a deli shelf, yet it carries an added dimension of purpose. This dual identity of both indulgence and function means tea is no longer just a daily ritual; it’s a product that aligns with the broader cultural shift towards mindful consumption,” says Anish Patel, co-founder of Nutra Tea. “The timing feels right. In an era where wellness is becoming as much about pleasure as it is about function and ritual, tea stands out as the perfect connector.”

Rumble Romagnoli, co-founder of Chilli No.5 has found that fine quality food products containing health-promoting ingredients is the way to go – tempting adventurous foodies’ tastebuds at the same time as boosting their health from the inside. “Over the past decade, health food has shifted from being purely functional and restrictive to becoming exciting, indulgent and chef-led,” he begins. “Consumers no longer want to compromise on flavour for nutrition; they want both. We are seeing the rise of gourmet products made with natural, high-quality ingredients that deliver on taste as well as health benefits. The sector has become more creative, drawing inspiration from global cuisines and foodie culture while still putting wellness at the forefront.

“For consumers, it means they can eat for both pleasure and wellbeing without feeling like they are missing out. Health food is no longer confined to plain packaging and niche health stores; it is proudly sitting on shelves in premium retailers, food halls and online platforms. For retailers, it means expanding their offering to include products that bridge the gap between health and indulgence, with innovation, strong provenance stories and nutritional benefits all playing a role.

At Chilli No. 5 we are passionate about combining gourmet flavour with functional health benefits. All our sauces are made with natural, plant-based ingredients and enriched with superfoods and supplements such as inulin, guarana and maca. 

Who will these products attract? “Core wellness consumers: those who already shop at health food stores and will be thrilled to see these options in a fine food setting; curious foodies: people who are open to discovery - if they’re buying artisanal cheese or natural wine, they’ll likely be drawn to a new-wave kombucha or adaptogenic chocolate; and lifestyle shoppers: younger audiences in particular, who see food, drink, skincare, and wellness as part of one lifestyle ecosystem rather than separate categories,” says Nicole.

Not a passing fad

She argues that wellness isn’t a trend, it’s a cultural shift. “Consumers are more informed than ever, and they’re asking harder questions about ingredients, sourcing, sustainability, and function. That doesn’t go backwards. Yes, certain ‘buzz’ ingredients come and go - one year it’s CBD, the next it’s mushrooms – but the underlying demand for products that make people feel good, perform better, or live more consciously is only going to grow.”

“The future is health without compromise,” believes Rumble. “Consumers are looking for functional products that feel indulgent, beautiful and exciting to eat. Fine food will increasingly incorporate health-enhancing ingredients, whether that is adaptogens, superfoods or innovative formulations, but with the flavour, packaging and storytelling you would expect from luxury brands. We will also see more transparency, with consumers wanting to know exactly how their food supports both their health and the planet.”

“Investing in wellness today isn’t about chasing fads,” agrees Nicole, “it’s about future-proofing your offering, staying relevant to the next generation of shoppers, and creating a retail experience that feels alive, modern, and forward-looking.” 

Where to start

Nicole suggests products that could kick-start your wellness range

If you’re dipping a toe into wellness, I would suggest to start with products that are easy to understand, enjoyable, and make sense alongside fine food.

Functional beverages: non-alcoholic aperitifs, kombuchas, or adaptogenic sparkling drinks - something people can try in place of wine or soda. e.g. Moody, Jamu, Living Things, Agua de Madre, Brink, Adapt

Premium snacking: protein-rich nut butters, functional chocolate, plant-based jerky – indulgence with a health edge. e.g. Cosmic Dealer, Jungle Butter, Little Victories, Beam, Ooji

Everyday supplements made beautiful: collagen sachets, mushroom powders, or natural sleep aids packaged in a way that feels modern and gift-worthy. E.g. Indi, Mushiii, Moodeys, DIRTEA, Dome Vitamins

The key is to avoid overwhelming your shelves with too much at once I would say – a small, thoughtful selection works better. Test, learn and adapt to what your customers show interest in.

Spotlight on: Seeds

Helen Johnston, nutritionist and founder of Sucseed, explains why it’s worth investing in a good stock of seeds

Seeds are nature’s forgotten superfoods – nutrient-dense, rich in fibre, healthy fats, and plant protein. Seeds such as flax, chia, sunflower, pumpkin and hemp support gut health, hormone balance, energy and so much more, making them a powerful yet simple addition to modern diets. In the UK we eat far fewer nuts and seeds than countries such as Spain and Italy. Seeds are still seen as the poor relation to nuts, yet a spoonful (15-20g) a day provides a natural wholefood boost for digestion, focus, and sustained energy. For example, flax seeds are rich in lignans, powerful plant compounds that combine antioxidant, hormone-balancing, and gut-supporting effects. Hemp seeds provide complete plant protein, omega-3 and omega-6 fats, supporting energy, brain function and healthy skin.

Format is everything. Seeds can be enjoyed whole, milled, toasted, or flaked, each offering different textures and nutrient availability. The key is making them easy to use daily. By blending seeds with carefully chosen herbs, Sucseed has created a versatile format that suits sweet and savoury dishes alike—sprinkled on porridge, stirred into smoothies, or scattered over salads. Without this convenience, even the most powerful and tasty foods risk being left in the cupboard. The right format turns beneficial ingredients into a simple, sustainable habit that makes nutrition both practical and pleasurable.

Consumers often don’t realise how transformative seeds and herbs can be—or how simple they are to use. Education should link tradition with science, showing how seeds provide fibre, protein, and essential fats, while herbs offer targeted support for energy, gut health, or immunity. Retailers can help by offering tastings, recipe inspiration, and clear storytelling at point of sale. When shoppers see how easily blends work in everyday dishes, seeds and herbs stop being niche and become recognised as everyday staples for wellbeing.

Ayurveda: ancient wisdom, modern relevance

Anish Patel, co-founder of NutraTea, explains the role Ayurveda can play in bridging the gap between food and wellness

Ayurveda offers more than a philosophy of health; it provides a time-tested framework for understanding how herbs can bring balance to the mind and body. While it isn’t about replicating traditional medicine in its entirety, Ayurveda’s principles are increasingly being transferred into modern life, giving consumers a deeper story behind the ingredients they’re already curious about.

Herbs such as ashwagandha, turmeric, and shatavari have been valued for centuries, and now they are enjoying a renaissance as people seek out adaptogens, nootropics, and natural ways to support wellbeing. What makes Ayurveda particularly resonant today is its emphasis on natural ingredients and the power of botanicals, concepts that align perfectly with the contemporary demand for food and drink that offer both pleasure and purpose.

When these herbs are crafted into products that not only deliver health benefits but also delight the palate, they move seamlessly from the wellness aisle into the fine food space. In this way, Ayurveda acts as a cultural bridge, connecting ancient heritage, natural remedies, and today’s appetite for food and drink that does more than simply satisfy hunger or thirst.