Waitrose has launched a product innovation programme that aims to attract and support new brands that will be listed in its stores.
An £2m investment will made in the ‘BrandsNew’ initiative during the first year, with Waitrose utilising its own branded innovation team that will work alongside product discovery platform RangeMe and innovation consultancy YF (formerly Young Foodies). They will support brands in getting their products ready to supply supermarkets.
Participating brands will be offered time with Waitrose’s innovation team and buyers, who will share knowledge and practical advice. The package also includes confirmed space in-store and online, with “affordable” marketing support and performance data.
Meanwhile, brands will benefit from sampling activity and a presence at Waitrose food and drink events.
Charlotte Di Cello, Waitrose Commercial Director, commented: “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.”
Waitrose noted that the likes of Charlie Bigham’s, innocent, Sipsmith, Pukka Tea, Dorset Cereals, Unearthed, Deliciously Ella and Plants all started their lives with the supermarket.
The BrandsNew at Waitrose programme is now live via the RangeMe website.
Following a difficult period during the cost of living crisis, Waitrose’s market share has stabilised in recent months after it attracted more shoppers and visits compared to last year following improvements in its price competitiveness and product offer.
Last week, Ocado revealed that it was offering 100 small suppliers “the best support in the industry” from a new challenger brand accelerator programme. Meanwhile, Tesco recently launched a second cohort of products for its 2024 accelerator programme.
NAM Implications:
- Given the open-market rates for marketing consultancy…
- …accessing Waitrose expertise alone…
- …will add immeasurably to a new brand’s chances.
- Add the access to the shelves, resulting in real demand…
- …that can be a basis for extra retailer distribution.
- i.e. Jump at it…
