Holland & Barrett has launched H&B&Me, a new digital wellness app aimed at helping users build healthier habits and track their biological age, in a move that aims to strengthen the retailer’s push into preventative healthcare.

The health and nutrition retailer‘s app combines behavioural science with personalised coaching, encouraging users to improve key areas such as nutrition, sleep, emotional wellbeing and physical activity.

A core feature is its biological age tool, which offers personalised recommendations based on scientific health data.

“We’re living through a societal shift towards prevention, testing and self-care, combined with insufficient public health care provision due to constraints on national health systems, yet with unprecedented interest from consumers in their own wellness,” said Holland & Barrett CEO of wellness solutions and chief transformation officer Tamara Rajah.

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“This highlighted an unmet need for an accessible, affordable, engaging preventative wellness solution, which not only tracks wellness, but crucially empowers people to move beyond quick fixes and build healthy habits that lead to lasting improvements in overall wellbeing. This is what we’ve created with H&B&Me.”

The new app, now live, is part of a broader £96.3m investment by Holland & Barrett in digital transformation over the past year. A recent nine-week trial showed that 87% of users reported better energy, mood, sleep, and diet, with 90% of users reporting behavioural change in just 10 days.

Cardiologist Dr John Deanfield, CBE, called the platform “a practical, science-based way to enhance wellbeing” with the potential to “transform preventative health”.