Waitrose has launched the BrandsNew programme, aiming to invest over £2 million in its debut year to attract new brands.
- This initiative will utilise Waitrose’s Branded Innovation team, RangeMe platform, and YF consultancy to support new brands.
- Successful applicants will receive guidance in overcoming the hurdles of supplying to supermarkets.
- BrandsNew is part of Waitrose’s strategy to offer customers ‘Food to Feel Good About’.
- The programme is now operational, marking a new chapter in Waitrose’s tradition of fostering emerging brands.
Waitrose has unveiled its BrandsNew programme, a strategic initiative that sees the high-end supermarket chain investing more than £2 million to discover and nurture new brands in its first operational year. This forward-thinking venture is designed to attract and support brands poised to become household names, continuing Waitrose’s legacy of being a trendsetter in the grocery sector.
The programme will be executed through a collaborative effort involving Waitrose’s Branded Innovation team, the product discovery platform RangeMe, and the innovation consultancy formerly known as Young Foodies, now YF. Brands that are selected will gain comprehensive support tailored to help them navigate the intricacies of supermarket supply chains, ensuring they are well-prepared for the challenges ahead.
Charlotte Di Cello, Waitrose’s Commercial Director, emphasised the company’s longstanding commitment to identifying, backing, and expanding promising brands. She stated, “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.”
Participating brands will benefit from a bespoke support package, which includes dedicated time with Waitrose’s innovation team and buyers, a confirmed retail presence, marketing support, and access to performance data analysis. This programme aims to integrate these brands seamlessly into the Waitrose retail environment, both in stores and online, enhancing customer experience with innovative choices.
BrandsNew aligns with Waitrose’s overarching goal to ensure that its shelves are stocked with ‘Food to Feel Good About’, offering customers more diverse and inspiring options. The launch of this programme coincides with Waitrose’s recent price reduction initiative, which injected an additional £10 million into lowering prices on nearly 250 premium products, reinforcing its commitment to customer value
The BrandsNew programme signifies Waitrose’s ongoing dedication to fostering innovation and supporting new brands within the grocery industry.
