Science-backed probiotic for IBS flare-ups now available via one of the UK’s most trusted retail platforms
Press Release: 30/10/2025 | Ferrocalm, the evidence-based probiotic designed to support gut health during IBS flare-ups, has officially launched on Debenhams Online. This marks a major milestone for the growing British supplement brand, representing both the next phase of Ferrocalm’s expansion and a significant step in its mission to make credible gut-health support more mainstream, accessible, and better understood.
A Ferrocalm partnership rooted in credibility and consumer trust
Once a staple of the British high street, Debenhams has reinvented itself as a leading online marketplace under the Boohoo Group, attracting millions of visits each month and expanding rapidly into lifestyle, beauty, and wellness categories.
By joining Debenhams’ dedicated Health & Wellness section, Ferrocalm is now positioned alongside some of the UK’s most recognisable wellness and skincare brands. For Ferrocalm, this partnership means much more than added convenience for customers; it’s about visibility, validation, and continuing to build public trust in science-led gut-health solutions.
Ferrocalm was developed by Dr Jenny Bailey Cooper, a gut health scientist and co-founder of Ferryx, to tackle one of the most common frustrations for IBS sufferers, the lack of effective support during flare-ups. Unlike traditional probiotics, Ferrocalm’s strain is designed to remain stable and active even in the inflamed gut environment, providing reliable support when it’s most needed.
Backed by scientific research, Ferrocalm has quickly gained attention for its straightforward, no-nonsense approach: evidence over hype, empathy over jargon, and lifestyle over quick fixes.
“Partnering with Debenhams marks a major step forward for Ferrocalm and for everyone working to make credible gut-health support more accessible. We’re incredibly proud of what this represents, not just for our team, but for the customers and healthcare professionals who believe in evidence-led solutions for IBS. Seeing our product available through such a trusted UK retailer is a real milestone, and we’re grateful to everyone who’s helped make it happen.”
— Dr Jenny Bailey Cooper, Co-founder, Ferryx
Growing awareness, growing demand
Since Ferrocalm’s recent rebrand and the launch of its new website, the brand has experienced over 30% growth in sales, driven by a surge in awareness, improved online accessibility, and growing recognition among consumers seeking solutions that actually work.
The Debenhams partnership amplifies this momentum by connecting Ferrocalm with a mainstream audience that values convenience, transparency, and trust, three qualities at the core of both brands.
This listing also reflects a broader shift in consumer behaviour. Wellness products that bridge the gap between medical credibility and everyday accessibility are seeing rapid growth, with probiotics and gut-health supplements among the most in-demand categories in 2025. Ferrocalm’s arrival on Debenhams Online represents a timely response to this shift, meeting consumers where they already shop and browse.
"We want to make gut health a movement, not a moment"
Despite growing awareness, gut health remains one of the most misunderstood areas of wellbeing. Conditions like IBS affect millions across the UK, yet conversations around them often carry stigma, misinformation, or oversimplification.
Ferrocalm is determined to change that narrative. By blending science, empathy and accessibility, the brand is helping to normalise discussions around gut health and ensure that credible support is as easy to find as a multivitamin or moisturiser.
The addition of Debenhams to Ferrocalm reinforces this mission, helping move gut-health support out of niche e-commerce stores and into the mainstream ecosystem.
“Gut health shouldn’t live on the sidelines of wellness,” adds Dr Jenny Bailey Cooper. “Our partnership with Debenhams is about visibility and legitimacy, proving that science-backed solutions belong alongside other everyday health essentials.”
And for Debenhams, the addition of Ferrocalm aligns with its strategic commitment to expand the Health & Wellness segment of its online marketplace, giving customers access to trusted brands that prioritise integrity and transparency.
As UK consumers increasingly seek evidence-led products, Debenhams’ curated wellness selection offers a space where science and lifestyle intersect, making Ferrocalm a natural fit.
“At Small Giants Collective, we exist to unlock growth for challenger brands like Ferrocalm. Debenhams felt like the right platform for this next phase, a trusted name with a growing health and wellness audience that aligns perfectly with Ferrocalm’s credibility and customer focus. It’s been a pleasure to work alongside the team at Ferryx to help bring this to life and see the brand continue to reach new customers.”
Dave Christie, Founder & Commercial Lead | Small Giants Collective
A growing brand with a bold mission
Ferrocalm’s inclusion on Debenhams Online marks another milestone in a fast-moving year for the brand. With a new look, an expanded online presence, and a rapidly growing customer base, the company is positioning itself as one of the UK’s most trusted names in gut-health innovation.
With the Debenhams partnership now live, Ferrocalm is focusing on broadening accessibility through additional online retail partnerships. The brand also plans to expand its product family in the near future, all rooted in the same scientific foundation and real-world empathy.
As gut health continues to dominate wellness conversations, Ferrocalm’s combination of credible science and no-nonsense communication is setting a new standard for how probiotics are perceived and used.
