Holland & Barrett is to overhaul health food shop Julian Graves’ brand and product range from January as it gears up to make the chain a “specialist food retailer”.

Chief executive Peter Aldis said: “At the moment the brand doesn’t have a clear identity. Some locations trade well, but overall it is a loss-making business.”

The news comes as Holland & Barrett prepares to ban plastic bags from its shops from January 1. The move is one of its waste-reducing policies, introduced as part of its Plan-It-Green strategy.

Holland & Barrett’s purchase of Julian Graves was cleared by the Competition Commission in August, and Aldis said he is now in consultation with the teams about taking the brand forward.

He said the product range will be overhauled and new packaging designed. “At the moment there are key things missing such as nutritional information on the packaging,” he added.

He also said he hoped to test some new-look Julian Graves stores by the middle of next year, while converting some of the portfolio
to Holland & Barrett or its other brand GNC.

Aldis said Holland & Barrett had a strong month in October following its ad campaign, but remains cautious about economic uncertainty.

“As a brand we do require a bit of disposable income so for us it is about attracting new customers as well as catering to our loyal shoppers,” he said.