Waitrose unveils a new initiative named ‘BrandsNew’ to foster innovation in the FMCG sector.
- The programme aims to invest over £2 million in its first year to support upcoming brands.
- ‘BrandsNew’ will involve collaboration with RangeMe and YF consultancy for comprehensive brand support.
- Waitrose guarantees participating brands’ exposure through store placements and various marketing channels.
- The initiative builds on successful past collaborations with brands like Ottolenghi, Wildfarmed, and Zoe Daily 30+.
Waitrose has proudly announced the launch of a new programme called ‘BrandsNew’, aimed at nurturing innovation and supporting promising FMCG brands entering the market. This initiative is set to allocate over £2 million in its inaugural year. This substantial investment reflects Waitrose’s commitment to driving growth and innovation within the segment.
The ‘BrandsNew’ programme is orchestrated by Waitrose’s Branded Innovation team alongside two key partners: RangeMe, a leading product discovery platform, and YF, a renowned innovation consultancy. Participating brands are expected to receive a customised support package, benefiting from the expertise and guidance of Waitrose’s team and external consultants.
As part of this initiative, brands will secure confirmed space within Waitrose stores, online platforms, and through business-to-business collaborations. In addition to physical shelf presence, bespoke marketing support will be extended to brands across all channels, ensuring comprehensive exposure and consumer engagement.
Waitrose promises experiential opportunities such as in-store tastings and online samplings, augmented by participation in events like the Waitrose Food and Drinks Festival. Data analysis and performance expectations will be transparently shared with the brands to foster informed business decisions.
Charlotte Di Cello, Waitrose Commercial Director, stated, “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.” This programme, therefore, builds on previous successful collaborations with names such as Ottolenghi, which has enjoyed strong reception from Waitrose’s customer base.
By introducing ‘BrandsNew’, Waitrose strengthens its role as a catalyst for innovation in the FMCG market, supporting both emerging brands and consumer choice.
