As many as 50 free-from bakery products are being sold at Tesco’s first Holland & Barrett ‘store within a store’ pilot site.

Brands including Nairn’s, Kallo and Mrs Crimble’s are on sale within the concession, which opened this week at Dudley Tesco Extra.

The supermarket giant has partnered with the health food and wellness retailer to better utilise space in its larger-format branches and plans to open further H&B outlets at Bar Hill Cambridge, Coventry Arena, Watford, Gatwick and Newcastle Extra branches over the summer.

Holland & Barrett debuted its first free-from concept store in Chester last year and claims it is the UK’s largest free-from retailer.

“This pilot is a fantastic opportunity to demonstrate the value of a partnership between two trusted and complementary brands in retail and we are excited to be exploring with Tesco how their customers respond to this innovative in-store concept,” CEO Peter Aldis said.

“We know that Tesco’s customers are diverse, like ours, but one thing they have in common is that they want access to a wide range of health and wellbeing products without having to take too much time out of their busy routines to source them. We hope this pilot will help them to achieve this as we continue our mission to bring health and wellbeing to high streets across the UK.”

Matt Davies, Tesco UK and ROI CEO added: “We’re always looking at new ways our stores can best serve the needs of our customers, so we’re excited to be embarking on this partnership with such a recognised and trusted brand as Holland & Barrett. The new concessions will provide an exciting new offer for our customers that will complement our Tesco stores.”

In March, Tesco announced it was closing its health food business Nutricentre after deciding it no longer fitted with its core store strategy.