Bloomsbury launches health and wellness imprint Green Tree

Bloomsbury Publishing has launched Green Tree, an imprint dedicated to health and wellness publishing.

Charlotte Croft, publisher at Green Tree, said the imprint would be a home for books that “inspire, inform and motivate”.

The list launches next month with Breaking Mad: The Insider’s Guide to Conquering Anxiety by Anna Williamson. Other titles include My Sugar Free Baby and Me by nutritionist Dr Sarah Schenker, The Wealthy Body in Business by Tim Bean and Anne Laing, Sod Sitting, Get Moving! by Diana Moran and Sir Muir Gray, and A Bitter Pill by Dr Aseem Malhotra.

According to Nielsen BookScan, the market for books about health and wellbeing is in good shape, growing 122% to £28.4m in the year to 3rd December 2016, compared to the same period in 2015. During the same timeframe it jumped 124% in volume.

However, editors have told The Bookseller that the trend for books about clean eating, part of the health and wellness trend, is coming to an end.

Octopus publisher Kate Adams said: “As consumers, we tend to hope for the silver bullet that will 'make us' slim or happy but after time we once again realise that it’s not that easy."

Jillian Young, commissioning editor for Piatkus Non-Fiction, said the market was opening up for "healthy" yet "sustainable" programmes from authors with appropriate credentials and whose advice comes with scientific-backing.