Health technology startup, nudjed, secures pioneering partnership with Superdrug


Atherton with Superdrug employee

Leading health and beauty retailer Superdrug has partnered with health technology startup nudjed on a customer wellbeing programme, which will be available in store in time for Christmas.

Nudjed ( is a subscription service that helps people set and reach health and fitness goals – for example, to lose a stone or run a half marathon. It works by providing customers with a series of simple, step-by-step challenges that gradually change the person’s behaviour, with plenty of reminders and encouragement along the way. nudjed uses nutritional science and behavioural psychology to tailor advice, information and motivation to each individual, so that everyone can be as healthy as they want to be.

Nudjed is training Superdrug pharmacy staff to give better informed health advice to its customers, who will also be able to subscribe to the new online service through their local store. In addition, nudjed and Superdrug are developing free in-store health checks to get customers off on the right track.

The partnership scheme is initially being trialled in six South Wales stores – Llanelli, Swansea, Monmouth, Cardiff, Newport and Caerphilly. If the trial is successful, there are plans to expand the scheme across the UK in 2015.

Nudjed chief operations officer, Neil Atherton, said: “This is an innovative step by Superdrug to provide health technology services and advice to its customers. It’s a move that strengthens the company’s growing reputation as a wellness brand rather than just a health and beauty retailer, and really sets it apart from the competition.

“Though it’s a relatively small trial, it’s a huge endorsement for us at nudjed. We are delighted to be working with the Superdrug team on such an exciting project.”

Ian Lloyd, head of healthcare services for Superdrug, said: “At Superdrug we are committed to investing in services to help meet the health and wellbeing needs of our customers. This innovative pilot partnership with nudjed reflects this commitment. We’re excited to see the results that bringing this exciting technology offering to store has for our customers.”

Founded in 2013, nudjed recently secured £125,000 from the Welsh government, the inaugural investment awarded from Finance Wales’ new dedicated technology fund.