Waitrose has introduced the BrandsNew programme, marking a £2 million investment to bolster new brands within its ecosystem.
- In collaboration with RangeMe and YF, Waitrose aims to address the complexities of supermarket supply for emerging brands.
- The initiative builds on Waitrose’s existing reputation for launching successful household names like Innocent and Sipsmith.
- Participating brands will benefit from dedicated support, retail space, marketing, and data insights.
- The BrandsNew programme supports Waitrose’s larger strategy to present customers with innovative food choices.
In an effort to foster innovation and expand its range of products, Waitrose has launched a significant new programme titled BrandsNew. This ambitious initiative involves an investment of over £2 million aimed at attracting and supporting emerging brands. By doing so, Waitrose continues its tradition of being a platform where future household names can flourish.
The programme is structured through a collaboration with RangeMe, a product discovery platform, and the innovation consultancy, YF. This partnership is designed to assist new brands in navigating the often complex and demanding landscape of supermarket supply chains. Successful applicants will receive a comprehensive support package from Waitrose.
Charlotte Di Cello, Waitrose’s commercial director, commented on the initiative’s objectives: ‘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, she emphasised, amplifies this track record by introducing exciting and exclusive brands to both Waitrose stores and its online marketplace.
Brands that become part of the programme are offered tailored support. This includes dedicated time with Waitrose’s innovation team and access to their buyers, confirmed retail space for their products, substantial marketing support, and detailed performance data analysis. Such resources are crucial for new brands aiming to establish themselves within a competitive market.
This initiative also aligns with Waitrose’s broader strategic aim of enhancing customer experience by providing ‘Food to Feel Good About’, introducing more innovative and exclusive offerings. It comes in the wake of Waitrose’s efforts to make premium No.1 and Duchy organic products more accessible, demonstrated by an additional £10 million investment in price reductions across 250 items.
The BrandsNew programme underscores Waitrose’s commitment to innovation and nurturing the growth of new brands within the retail sector.
