Waitrose is launching an innovative programme named ‘BrandsNew’ to support emerging FMCG brands.
- The programme involves a significant investment of over £2 million in its first year.
- Brands will receive comprehensive support including marketing, store placement, and expert consultations.
- Participants will benefit from Waitrose’s extensive market reach both in-store and online.
- Dedicated efforts will focus on promoting exclusive brands as they aim to become household names.
Waitrose has introduced a new programme, ‘BrandsNew’, aimed at identifying and supporting promising fast-moving consumer goods (FMCG) brands. The initiative will channel over £2 million in its inaugural year, showcasing the retailer’s commitment to fostering innovation and diversity within its product offerings.
This new venture is spearheaded by Waitrose’s Branded Innovation team, in collaboration with RangeMe, a leading product discovery platform, and YF, an innovation consultancy. Participating brands will be supported through tailored engagement with Waitrose’s expert buyers who will provide essential knowledge and practical advice. This includes confirmed in-store and online spaces as well as engagement with business-to-business partnerships.
The support package is designed to be comprehensive, featuring affordable marketing initiatives across various channels, in-store tastings, online sampling, and participation in events such as the Waitrose Food and Drinks Festival. Additionally, brands will have access to performance data and analyses to guide their market strategies effectively.
Charlotte Di Cello, Waitrose’s commercial director, highlighted that the programme builds on Waitrose’s rich history of nurturing nascent brands into household names. She emphasised that the new programme not only amplifies their track record but also seeks to attract even more exciting and exclusive brands to their shelves. The introduction of brands like Ottolenghi, Wildfarmed, and Zoe Daily 30+ further illustrates the success of Waitrose’s approach.
Shona Campbell, Chief Marketing Officer of Ottolenghi, expressed satisfaction with the collaboration with Waitrose, noting the positive customer response and anticipating new product launches. She stated, “We have enjoyed working with Waitrose teams across the business…”
The ‘BrandsNew’ programme represents a significant step by Waitrose to further enhance its product diversity by supporting innovative FMCG brands.
