Waitrose has unveiled its ‘BrandsNew’ innovation programme, allocating over £2 million to support new brands.
- The programme aims to attract emerging brands to Waitrose through strategic support and investment.
- Participants will gain insights and assistance from Waitrose’s innovation team, RangeMe, and consultancy YF.
- Historically, Waitrose has successfully introduced many now-famous brands to the market.
- The initiative aligns with Waitrose’s commitment to offering innovative products and fostering brand growth.
Waitrose has launched a significant initiative titled ‘BrandsNew’, designed to foster and support emerging brands in the retail sector. With an investment exceeding £2 million in its first year, this programme underscores Waitrose’s dedication to innovation and market expansion. By partnering with the product discovery platform RangeMe and innovation consultants YF, Waitrose aims to streamline the process for new brands entering the supermarket landscape.
Brands participating in this programme will benefit from comprehensive support. This includes direct engagement with Waitrose’s innovation team and buyers, guaranteed retail space for their products, marketing assistance, and detailed performance data analysis. Such a robust support package is designed to help new brands navigate the complexities of retail supply chains effectively.
Waitrose’s track record of introducing new brands is notable, with successful names like Innocent, Charlie Bigham’s, and Sipsmith originally finding their foothold through its shelves. Charlotte Di Cello, Waitrose’s commercial director, emphasised this achievement, stating: “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.”
The ‘BrandsNew’ programme aligns with Waitrose’s broader strategic goals, including its ‘Food to Feel Good About’ ethos. This initiative is a part of Waitrose’s efforts to ensure its shelves are stocked with exciting and exclusive options for its customers. Additionally, this programme complements Waitrose’s recent move to lower prices on selected lines, demonstrating a balance between value and premium offerings.
Now actively available through the RangeMe website, the ‘BrandsNew’ programme marks a progressive step in Waitrose’s long-term strategy to remain a frontrunner in retail innovation. By investing in and partnering with burgeoning brands, Waitrose hopes to continually refresh its product offerings and maintain a dynamic shopping experience for its customers.
Waitrose’s ‘BrandsNew’ programme is a testament to its commitment to innovation and support for emerging brands within the retail industry.
