Waitrose is set to revolutionise its product offerings through a new innovation programme.
- The ‘BrandsNew’ initiative involves a £2m investment in its first year.
- Waitrose is collaborating with RangeMe and YF to boost new FMCG brands.
- Participating brands will receive tailored support and in-store presence.
- Exclusive launches include collaborations with Ottolenghi, Wildfarmed, and Zoe Daily 30+.
Waitrose is launching an ambitious new programme, termed ‘BrandsNew’, aimed at enhancing its portfolio by identifying and supporting emerging brands in the FMCG sector. With an initial investment exceeding £2m, the programme signifies a significant commitment from Waitrose to back new talent within the industry.
The ‘BrandsNew’ initiative will be led by Waitrose’s Branded Innovation team, working alongside RangeMe, a renowned product discovery platform, and innovation consultancy YF. This collaboration is designed to provide comprehensive support to participating brands, ensuring they have access to the necessary resources to succeed in a competitive market.
Participating brands stand to benefit from a highly customised support package. This includes insights from Waitrose’s expert Branded Innovation team and knowledgeable buyers. In addition, brands are guaranteed shelf space both in-store and online, and the opportunity to engage in business-to-business partnerships, thus significantly increasing their exposure.
Furthermore, brands will receive marketing support across various channels, participate in experiential activities such as in-store tastings and online samplings, and feature in events like the Waitrose Food and Drinks Festival. Access to performance data and analysis will also be provided, allowing brands to understand market trends and strategise effectively.
Notable collaborations have already taken place under this initiative with prominent brands such as Ottolenghi, Wildfarmed, and Zoe Daily 30+. These partnerships highlight the programme’s potential to attract and elevate exciting new products to Waitrose’s distinguished shelves.
Waitrose Commercial Director Charlotte Di Cello expressed enthusiasm about the programme, noting, “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’ programme marks a strategic move by Waitrose to bolster its offerings with innovative and unique FMCG brands, reflecting a commitment to diversity and quality.
