Waitrose has announced the launch of ‘BrandsNew’, an initiative designed to foster new FMCG brands, symbolising a £2m investment in fresh market talent.
- The programme offers brands support from a dedicated team and confirmed in-store and online presence to foster growth.
- Participating brands will receive marketing support and experiential opportunities like store tastings and events.
- This initiative continues Waitrose’s tradition of backing emerging brands, contributing to retail innovation.
- Recent successes include collaborations with Ottolenghi and other notable brands, enhancing product diversity.
Waitrose is embarking on a pioneering journey with the launch of ‘BrandsNew’, a novel branded innovation programme aimed at identifying and nurturing promising new consumer goods brands. With an impressive investment of over £2 million in its initial year, the scheme is poised to transform the market landscape by offering unprecedented backing to emerging talents.
The programme will be spearheaded by Waitrose’s dedicated Branded Innovation team. In collaboration with RangeMe, a leading product discovery platform, and the innovation consultancy YF, participating brands will receive comprehensive support. The initiative promises time and expertise from Waitrose’s team, alongside practical advice and shared knowledge from expert buyers.
A distinct advantage of ‘BrandsNew’ is the guaranteed visibility it offers to brands. Participants are assured confirmed space within Waitrose stores, online presence, and exposure through business-to-business partnerships. This multi-channel approach ensures wide consumer reach and market penetration.
Furthermore, the programme provides cost-effective marketing support across various channels. Participating brands can engage with customers directly through experiential events, including store tastings, online sampling, and major events like the Waitrose Food and Drinks Festival. This exposure is complemented by performance data and analysis, setting clear expectations and monitoring brand success.
According to Charlotte Di Cello, Waitrose’s commercial director, the retailer prides itself on a rich history of discovering and promoting exceptional brands, many of which have become household names. ‘BrandsNew’ is an evolution of this legacy, aiming to enhance Waitrose’s selection with even more innovative and exclusive offerings. Recent collaborations such as those with Ottolenghi serve as a testament to the programme’s potential impact on consumer experiences.
Shona Campbell, Chief Marketing Officer at Ottolenghi, expressed enthusiasm for the partnership with Waitrose, highlighting the successful reception their products have received. This collaboration exemplifies the type of brand evolution ‘BrandsNew’ seeks to cultivate.
‘BrandsNew’ by Waitrose signifies a forward-thinking approach to retail, enhancing both brand opportunities and customer experience.
