Boots is bringing Korean jelly supplements to the UK high street as interest in the unusual wellness products continues to grow.
The retailer is launching seven K-Wellness brands featuring products such as chia fibre jellies, collagen jelly sticks, dissolving strips and popping vitamin powders.
Korean jelly sticks have become a viral social media trend and gained further attention after Kylie Jenner shared a video of herself eating one earlier this year.
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However, the product tried by Jenner is different from those being launched by Boots, as reported by What’s The Jam.
The reality star promoted Foodology’s pomegranate-flavoured Coleology Cutting Jelly, which is marketed for digestion and “debloating”.
Instead, the retailer’s ranges include supplements containing ingredients such as fibre, collagen and hyaluronic acid.
Boots will exclusively introduce Korean brands RIN, PrePear and Seoul Tonic online and in more than 50 stores.
BB LAB, another Korean brand, will be stocked online and in 200 stores during November.
Three Boots-sourced ranges developed with Korean experts – Seoul Bloom, Yongsan Wellbeing and HABI – are also joining the line-up.
The products include Yongsan Wellbeing chia fibre jellies, HABI fibre jelly sticks and RIN collagen jelly sticks.
Other formats include collagen “cool melt” sherbets, pineapple enzyme melts, glutathione strips which dissolve in the mouth and red ginseng shots.
The range also features popping powders marketed as supporting sleep and stress relief.
The retailer said sales of its Korean beauty products had recorded triple-digit year-on-year growth, with one K-Skincare item being sold every seven seconds.
Searches for “wellness” on the Boots website have increased by more than 200% over the past year, while searches for “K-Beauty” have risen by more than 70%, according to the retailer.
Joe Thorley-Mitchell, director of Boots Brand, said: “Launching into the K-Wellness space represents a bold new era of wellness, both for Boots and the wider industry.
“From chia fibre jellies to collagen cool melts and popping vitamins, we’re bringing some of Korea’s most exciting products to Boots.”
Grace Vernon, director of International Retail Partnerships, Boots Ignite and Trends, added: “Social media is accelerating cultural trends, with Korea leading the way in beauty and wellness innovation.
“We’re seeing customers increasingly looking to this market for new products, formats and approaches.”
Boots described itself as the first UK high-street retailer to introduce a dedicated K-Wellness offering.
The chain already stocks more than 40 brands across Korean beauty, fragrance, haircare and pharmacy categories.
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