Waitrose, the reputable supermarket chain, has announced an expansive new branded programme named BrandsNew, investing over £2 million to foster new brands within its ecosystem.
- Building on its history of launching household names, Waitrose aims to provide support to emerging brands, helping them navigate supermarket supply challenges.
- This initiative will be supported by RangeMe and YF consultancy, enhancing the tailored assistance delivered to successful applicants.
- Brands participating in the programme will benefit from retail space, marketing support, and in-depth performance analysis, aiming to deliver key market insights.
- Part of Waitrose’s long-term strategy, BrandsNew aligns with its mission to offer ‘Food to Feel Good About’ while simultaneously implementing significant price reductions.
Waitrose has launched BrandsNew, an ambitious new initiative intended to bolster new and emerging brands by investing more than £2 million in its first year. This project seeks to attract and support a wide range of brands, ensuring they can successfully navigate the complexities of supermarket supply channels. By aligning with RangeMe and the formerly known Young Foodies, now YF consultancy, Waitrose solidifies its commitment to this cause.
Historically, Waitrose has been a pioneer in listing new brands, some of which have become staples in many households, such as Innocent, Charlie Bigham’s, and Sipsmith. Speaking about the programme, Waitrose commercial director Charlotte Di Cello expressed pride in their tradition of fostering new brands, 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. 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.”
BrandsNew forms a critical part of Waitrose’s long-range strategy of offering customers ‘Food to Feel Good About’. This initiative is further complemented by a recent £10 million investment aimed at reducing the prices of nearly 250 products under its premium No.1 and Duchy organic lines. The objective is to extend value to customers while diversifying the range of products available.
The programme provides participating brands with substantial opportunities. This includes confirmed retail space, dedicated time with the Waitrose innovation team and buyers, as well as comprehensive marketing support. Additionally, brands benefit from detailed performance data analysis to guide and enhance their market presence, delivering insightful metrics that are crucial for business development.
As part of the BrandsNew programme, these offerings are now accessible via the RangeMe platform, marking an important step in Waitrose’s ongoing endeavour to integrate innovative brands into its product lineup and enhance its service offering.
The BrandsNew programme exemplifies Waitrose’s strategic vision in supporting innovative brands and delivering quality and value to customers.
