Holland & Barrett has partnered with Morrisons to open a concession within one of its supermarkets.

The concession launched in the grocery giant’s Cheadle Heath shop in Stockport this week.

Two more concessions in Norwich and Bradford are on the way within the coming weeks, with plans to launch them further if successful, reports The Grocer.

The Holland & Barrett concession takes up an aisle in the middle of the store, which includes its own payment stations and is staffed by its own workers.

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It sells dozens of the health and wellness specialist’s own-label lines, such as vitamins, food and drink, supplements and protein powders.

Holland & Barrett group CEO Anthony Houghton said: “This new partnership with Morrisons reflects our ambition to make Holland & Barrett’s trusted product expertise and innovation available for everyday customers.

“Our continued growth into small format and concession sites with our selected partners is another positive step forward in our commitment to making health and wellness more accessible for everyone.”

In January, Holland & Barrett partnered with Ocado to sell a selection of the health retailer’s products on its website.

The business also unveiled a partnership with Co-op last month to launch a new health and wellness range across 125 of the supermarket’s shops.