High street beauty retailer Superdrug is working with health technology firm Nudjed to bring a new wellbeing service to consumers.

The start-up business is training Superdrug pharmacy staff to give better informed health advice to its customers, who will also be able to subscribe to a new online service through their local store. Additionally, Nudjed and Superdrug are developing free in-store health checks.

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

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 an individual's behaviour, with plenty of reminders and encouragement along the way.

The company uses nutritional science and behavioural psychology to tailor advice, information and motivation to each person.

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."

Nudjed recently secured £125,000 from the Welsh government, as part of investment from Finance Wales' new dedicated technology fund.

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