Waitrose has launched a new branded innovation programme, BrandsNew, which will see more than £2m invested in its first year to attract and support new brands.
The initiative will make use of Waitrose’s own Branded Innovation team alongside product discovery platform RangeMe and innovation consultancy YF, formerly Young Foodies.
Successful applicants to the scheme will receive support in navigating the challenges of supplying supermarkets. The upmarket grocer has a track record of being the first major grocer to list new brands that have gone on to become household names, including Innocent, Charlie Bigham’s and Sipsmith.
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Waitrose commercial director Charlotte Di Cello said: “Identifying, backing and growing brilliant new brands is something we’ve done for years and we’re proud that so many are now household names.
“It’s great to now be amplifying this track record with our BrandsNew programme to attract and support even more exciting and exclusive brands to Waitrose shelves and online. Our customers love them.”
Participating brands will receive a tailored support package including dedicated time with Waitrose’s innovation team and buyers, confirmed retail space, marketing support and performance data analysis.
The BrandsNew programme is now live via the RangeMe website. It forms part of the supermarket’s long-term strategy to provide customers with ‘Food to Feel Good About’ and bring more innovative brands to its shelves.
It follows Waitrose, investing a further £10m into lowering prices across nearly 250 of its premium No.1 and Duchy organic products, in the first phase of its latest round of price cuts.
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