Deliveroo has announced a new partnership with Healf, described as one of the UK’s fastest-growing wellbeing companies, as Healf targets $100 million in revenue by the end of 2025.
The partnership marks Healf’s first move into on-demand delivery, enabling customers in London to access a curated range of health and wellness products within 20 minutes. The offering includes products from brands such as Artah, Ancient + Brave, Bare Biology, and Form Nutrition, covering Healf’s four wellness categories: Eat, Move, Mind, and Sleep.
Healf, which recently completed a funding round, is focused on expanding in the UK through additional sales channels. By integrating with Deliveroo’s platform, the business will be able to reach new and existing customers through Deliveroo’s user base, which averages seven million monthly active users.
The partnership comes amid growth in health-related categories on Deliveroo. The platform has reported a 238% year-on-year increase in sales of vitamins and supplements and a 180% increase in personal care items since 2024. Healf joins other wellness retailers using the platform as Deliveroo broadens its category offering in this space.
Suzy McClintock, Vice President of New Verticals at Deliveroo, said: “We’re excited to welcome one of the fastest-growing wellbeing brands in the UK onto the platform as we continue to expand our health and wellness offering. Deliveroo’s partnership with Healf means their carefully curated menu of high-quality products are available to more people, at a faster rate than ever before.”
Sam Baldwin, Business to Business Lead at Healf, said: “At Healf, our mission has always been to empower wellbeing through providing access to the best brands in the world. With our ambitious targets of reaching $100M in revenue by the end of 2025, partnering with Deliveroo is an exciting step in our growth journey, helping us scale our impact and bring our carefully curated range to more customers, with faster fulfilment.”
Healf will operate through Deliveroo’s recently launched virtual store model. The feature allows brands to create dedicated, fully-branded storefronts within the Deliveroo app, replicating the in-store experience while benefiting from the platform’s delivery network. This format has previously been adopted by retailers including Ann Summers and Maplin Electronics.
Orders placed through the Healf virtual store will be fulfilled from Deliveroo HOP locations, which provide rapid delivery services. While the orders are delivered by Deliveroo, the customer interface is designed to reflect the Healf brand identity throughout the shopping journey.
Retailers using virtual storefronts on Deliveroo can maintain seven-day-a-week availability and extend trading hours beyond their physical shops. The model also offers improved visibility and customer engagement, with tailored shopping experiences aligned to each brand’s identity.
