Indie sugar alternative brand NKD Living has announced that it will be the exclusive supplier of erythritol products to Holland & Barrett (H&B) following a new agreement with the retailer.

The deal will see NKD Living’s three-strong erythritol range ­– Granulated 300g, Powdered 200g and Gold 200g – initially stocked in 363 stores across the UK and Ireland, with larger 1kg pouches and a 500g Erythritol Gold available exclusively online.

“We are delighted to be working with Holland & Barrett to provide NKD Living’s range of natural sugar alternatives to low-carb consumers,” comments NKD Living co-founder, Sophie West (who recently was featured in NPN’s 30 under 30).

NKD Living“We launched the brand in 2015 after realizing our local H&B were lacking a plant-based, zero-calorie product range to support low-carb bakers seeking natural sugar alternatives. It’s a great feeling to be at the start of this journey with Holland & Barrett and I am pleased our range will be more easily accessible to high-street customers.”

The companies say that the launch of NKD Living at Holland & Barrett reflects the increasing demand for plant-based, keto-friendly products from consumers navigating a low carb lifestyle and looking for versatile sugar-free sweeteners.