Plant-based products and sustainability feature prominently in Tesco’s latest selection of brands being added to its Incubator programme.
The seven new brands that will benefit from a year of support and expertise from Tesco’s product team include new plant-based meat alternative brand THIS, condiment specialists Dr Will’s, and vegan-friendly confectionery brand Buttermilk.
They are joined by ethical fem-care brand TOTM, frozen bakery dough brand the Northern Dough Co, craft beer brand Salt, and natural skincare brand Yes To.
Tesco revealed that it was also extending its support for three brands from last year’s programme: Mara Seaweed, Simply Cook, and Rascal and Friends.
Tesco launched the Incubator programme in 2017. Since then, it has helped dozens of innovative UK brands find a footing in the industry, with past participants including BrewDog, Fever-Tree, Bol, and Deliciously Ella.
The retailer stated that this year’s selection will benefit from a year-long programme that involves learning events run by its Product Team; help in understanding the needs of customers and using customer insight in developing their brands; and advice on merchandising products more effectively.
Ashwin Prasad, Tesco’s Chief Product Officer said: “Now in its fourth year, our Incubator programme enables us to partner with some of the most exciting up-and-coming brands, who are at the very forefront of consumer trends including plant-based innovation and sustainability.
“It’s never been more important to support brands making their way in the retail sector and I hope all of this year’s intake can develop and grow in partnership with us.”
Last month, Tesco committed to a 300% increase in sales of meat alternatives.
NAM Implications:
- Apart from the advantage of access to Tesco retail ‘muscle’…
- …a key benefit of incubator brands has to be the inevitable benefit of a Tesco listing for successful projects.
- With some deserved advantages for Tesco also.
