Waitrose has announced a groundbreaking initiative, poised to redefine the retail landscape. With an investment exceeding £2 million, the BrandsNew programme is set to support and attract novel brands, integrating them into the competitive supermarket environment.
This ambitious effort is designed to guide emerging brands through the intricate process of supermarket supply, leveraging Waitrose’s established track record in pioneering brand development. Through strategic collaborations, Waitrose aims to amplify its shelves with exclusive and exciting offerings.
Waitrose has initiated a significant strategic move by unveiling its BrandsNew programme, an innovation project earmarked with an investment surpassing £2 million in its inaugural year. This initiative aims to both attract and assist emerging brands, ensuring they can adeptly navigate the complexities of supermarket supply chains.
Central to the BrandsNew programme are the collaborations with Waitrose’s own Branded Innovation team, the product discovery platform RangeMe, and the innovation consultancy YF, formerly Young Foodies. Each partner plays a critical role in fostering an environment conducive to innovation and discovery within the retail sector.
Selected brands benefit from a comprehensive package of support, including one-on-one consultations with Waitrose’s innovation team and buyers. This tailored approach ensures that participating brands receive critical insights and assistance tailored to their specific needs. Moreover, confirmed retail spaces ensure visibility within Waitrose stores and online platforms.
Charlotte Di Cello, Waitrose commercial director, articulated this sentiment by 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 programme is accessible via the RangeMe platform, streamlining the application process for interested brands. This online integration reflects Waitrose’s commitment to leveraging technology in its strategic initiatives.
Customers benefit from a broader selection of brands that cater to diverse tastes and preferences. This approach not only meets consumer demand for variety but also supports niche and innovative products.
With the BrandsNew programme, Waitrose seeks to solidify its reputation as a pioneer in supporting emerging retail brands, bolstering its market influence.
With the BrandsNew programme, Waitrose reaffirms its commitment to innovation and brand development, continuing its legacy of bringing unique products to consumers. This initiative not only supports new brands but also enriches the shopping experience with diverse offerings.
The programme’s strategic alignment with Waitrose’s long-term goals demonstrates a forward-thinking approach to retail, ensuring sustained growth and customer satisfaction.
