About Us

What we do

We believe that As Nature Intended is a high street retailer with a difference. We passionately care about what we put into and onto our bodies so we only sell products with the highest quality ingredients. When sourcing our products we also consider the impact that they have on the environment, animal welfare, fair-trade practices and small British suppliers.


As Nature Intended is a member of the Organic Trade Board.

We are committed to delivering a friendly and helpful service to all our customers. If it’s your first time in store then a member of staff will be happy to walk you round and talk to you about our products, or if you have a specific product request, if we don’t know the answer straight away then we will get back to you as soon as we have the answer. We do welcome and value customer feedback, in store you can fill out a customer request form, or fill out our customer feedback form online. As we are an independently owned company you will be surprised at how quickly we make decisions and can act on many requests (unlike our big competitors).

What do we sell?

As Nature Intended is not your typical small health food store with a limited selection of products to choose from. We are much bigger, with an offering that allows you to do your whole weekly food shop with us. We sell everything including fruit and vegetables, meat, fish, dairy products, tofu, groceries, ‘free-from’ foods, baby food, beer and wine. Around 80% of what we sell is certified organic, and if it’s not we ensure that it contains the highest quality natural ingredients we can find — that means no artificial chemicals, pesticides or preservatives.

We believe that we have the most extensive natural remedies & skincare department on the high street. We take pride in stocking organic, natural and ethical brands which start at competitive prices. This department is staffed by experts in nutrition, herbal medicine, aromatherapy and skincare and are here to give you free advice.

We have a small yet skilled and experienced buying team based in our Head Office. They are continuously searching for new and exciting products, organising great deals to save you money and listening to your feedback to improve our products we stock.

The As Nature Intended Story

In 2000 Malcolm Walker (Iceland founder and chief executive) who has a strong passion for organic food, set up As Nature Intended. Professional managers were hired to run the day to day business and by June of that year Chiswick opened its doors and received a warm welcome by the local community. Caroline Gooding (Malcolm’s daughter) who has previously worked for Marks and Spencer and Waitrose took over the business in 2002.

Since then stores have been opened in Ealing (2005), Balham (2006), Westfield Stratford City (2011), Spitalfields (2014) & Marble Arch (2015) and we now have 6 very successful London stores. Caroline now has her own family but still oversees the business. In January 2010 she appointed Jeff Martin previously from Fresh & Wild and Whole Foods Market as Managing Director, to progress the company and brand.