The Holland & Barrett ‘Precision Engineered’ range has put a cat among the pigeons

For starters, everything in this new range is Informed Sport certified. This is a big deal right off the bat, because it means that professional athletes can use these products safely, which wasn't the case with the previous range of own-brand Holland and Barrett fitness supplements. This alone puts a huge spanner in the works for many premium fitness supplement brands - the Informed Sport certification involves an expensive and quite complicated process, and for the premium brands in the fitness supplement space, it was something that could set them apart from the likes of Holland and Barrett. But now that the Holland and Barrett own-brand fitness supplements have this certification, the so-called premium brands will have to think of other ways to justify the higher price that they charge.