Unfabled lands at Sainsbury’s as women seek supplements in their weekly shop

Unfabled, the women’s health and wellness brand founded in 2021 by Forbes 30 Under 30 honouree Hannah Samano, has launched into Sainsbury's stores nationwide, marking its first entry into grocery retail.

The launch is part of Sainsbury’s new ‘New & Trending’ initiative, a dedicated in-store programme that spotlights emerging brands aligned with evolving consumer demand.

It comes as research from Unfabled Labs found that 70% of women would prefer to buy supplements alongside their weekly grocery shop.

The brand’s expansion reflects this shift, as products previously found mainly in specialist health retailers increasingly move into mainstream retail settings.

The initial range includes five of Unfabled’s bestselling products, selected to address common consumer needs, including energy, stress, sleep, gut health and recovery.

These include Collagen Gummies, Ashwagandha Gummies and Magnesium Superblend, alongside Apple Cider Vinegar Gummies and Debloat Superblend, which were chosen for their relevance to digestive health within a grocery context.

"Women's health support shouldn't feel niche or complicated - it should fit naturally into everyday life. That's why launching into Sainsbury's feels like such an important moment for us," said Samano.

"For too long, women have had to go out of their way to find support for things like stress, sleep, energy and hormonal health. Bringing Unfabled into the weekly shop is part of changing that - making evidence-led women's health more visible, accessible and routine.

"More than anything, this launch signals something bigger: women's health is becoming mainstream, and retail is finally starting to reflect that."

The Sainsbury’s rollout follows Unfabled's expansion into 737 Boots stores and availability on Boots.com, as well as listings via Holland & Barrett online.

It also follows the brand securing $1.7 million in funding last year to support its continued expansion in the UK.

With this funding and expanded retail presence, Unfabled aims to strengthen its position in the women’s wellness category.