Supermarket is offering a wide package of support to up-and-coming grocery brands
Waitrose is offering innovative grocery brands a new route to market by launching a ‘BrandsNew’ programme.
The initiative is an innovation programme designed to identify and help promising new brands to get a leg up. The programme will utilise Waitrose’s own team, working alongside product discovery, sourcing and purchasing platform RangeMe and innovation consultancy YF (formerly Young Foodies).
The supermarket said BrandsNew aims to showcase its ambition to innovate and offer food-loving customers unique, trend-led brands.
Participating brands will be supported with a tailored package of time from Waitrose’s Branded Innovation team, as well as buyers sharing knowledge and practical advice; confirmed space in store, online and with Waitrose’s B2B partnerships; affordable marketing support across all channels; experiential moments e.g. in store tastings, online sampling, and presence at Waitrose events such as Waitrose Food and Drinks Festival; performance data and analysis; and clear expectations.
Charlotte Di Cello, Waitrose commercial director, 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.”
The BrandsNew at Waitrose programme is now live via the RangeMe website.
