Whole Foods Market has opened applications for its latest UK Pitch Day, with the aim of finding the next generation of emerging food, wellness and lifestyle brands.

The Amazon-owned grocer will give 54 challenger brands the chance to pitch directly to its buying teams as part of its Q4 programme, with successful businesses potentially securing listings across its UK stores.

Whole Foods is particularly seeking brands operating in fast-growing categories including protein drinks and bars, chilli crisp and crunch, BBQ sauces and rubs, meat sticks, body care and Valentine’s Day gifting.

It is also encouraging applications from businesses focused on locally sourced products, special diets, emerging consumer trends, certified organic goods and regenerative agriculture.

The scheme forms part of Whole Foods Market’s push to give start-ups and challenger brands greater access to its buying teams, with four Pitch Days taking place during 2026.

Selected brands are invited to the retailer’s central London office for 15-minute pitches, after which successful applicants can progress to further discussions over potential listings.

Several businesses discovered through previous Pitch Days have begun landing on Whole Foods Market shelves.

Gut&Glory launched with the retailer in August, while Pickle Project is set to roll out this month. Flavour Bombs, Chilli Chan’s and Spice Dept. are also due to launch in stores during the first quarter of 2027.

Whole Foods said it is particularly interested in brands that are new to the UK market or are not already stocked by larger retailers, while locally produced products from London and across England will also be prioritised.

Applications for the Q4 Pitch Day close on 25 September, with shortlisted brands expected to be contacted ahead of the event on 23 October.

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