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#1 Campaign in Ecommerce · September 2026
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#1 Campaign
Ecommerce · September 2026

Waitrose Wellbeing Bays

PR Campaign
Thursday 3rd September, 2026

Waitrose launched dedicated Wellbeing Bays across its shops, online and via Uber Eats, bringing more than 40 trending products together across categories such as collagen, creatine, hydration and gut health. The hook was positioning specialist wellness products as an everyday supermarket shop, supported by Waitrose search data showing sharp rises in demand.

Why it worked: Claiming a verified “supermarket first,” backed by hard in-house search spikes, gave journalists a timely retail trend proof-point.

The lesson: Consider pitching a credible “category first” anchored in your own spike data and a clear in-store or product-format change.

Waitrose Ancient + Brave Hunter & Gather Active Woman Nutriburst Dose & Co Trip Free Soul Humantra Symprove
5 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk Waitrose launches dedicated wellbeing bays in 'supermarket first’ Thursday 3rd September, 2026
grocerygazette.co.uk Waitrose launches supermarket-first "wellbeing bays" - Grocery Gazette - Latest Grocery Industry News Thursday 3rd September, 2026
theretailbulletin.com Waitrose launches ‘wellbeing bays’ in 52 stores as collagen and creatine searches surge | Retail Bulletin Friday 4th September, 2026
theretailbulletin.com Waitrose launches ‘wellbeing bays’ in 52 stores as collagen and creatine searches surge | Retail Bulletin Friday 4th September, 2026
theretailbulletin.com Waitrose launches 29 new premium dishes in £10m ready meals investment | Retail Bulletin Tuesday 8th September, 2026
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