Waitrose is set to launch an ambitious initiative called ‘BrandsNew’, aimed at nurturing and promoting new FMCG brands within the market.
- The program will involve a significant investment of over £2m in its first year, showcasing Waitrose’s commitment to innovation.
- Expert guidance from Waitrose’s Branded Innovation team and collaboration with platforms like RangeMe and YF will support participating brands.
- Tailored packages including store and online presence, marketing support, and performance data will be offered to the selected brands.
- This endeavor marks another step in Waitrose’s tradition of backing successful brands, enhancing its market offerings.
Waitrose has announced the launch of ‘BrandsNew’, an innovative program designed to identify and support burgeoning FMCG brands, with an initial investment exceeding £2 million in the first year. This initiative underscores Waitrose’s dedication to fostering innovation and introducing new products to a broader market.
The program will be spearheaded by the retailer’s Branded Innovation team in collaboration with RangeMe, a leading product discovery platform, and innovation consultancy YF. The goal is to equip participating brands with the necessary tools and expertise to succeed.
Brands will gain access to a bespoke package of resources, including time from Waitrose’s expert innovation team and insight from seasoned buyers. This support system will also ensure brands have confirmed space both in-store and online, as well as through Waitrose’s business-to-business channels.
The BrandsNew initiative will also provide comprehensive marketing support across various channels, alongside experiential marketing opportunities such as in-store tastings and online sampling. Brands will participate in events like the Waitrose Food and Drinks Festival, enhancing their visibility and consumer engagement.
Performance data and analysis will form a crucial part of the package, offering brands clear expectations and strategic insights that will aid in their growth and market positioning.
Charlotte Di Cello, Waitrose’s commercial director, expressed enthusiasm over the program, stating that it amplifies Waitrose’s history of nurturing brands into household names. “Identifying, backing, and growing brilliant new brands is something we’ve done for years,” she remarked, emphasizing the excitement surrounding this new chapter.
Recent exclusive launches, including Ottolenghi, Wildfarmed, and Zoe Daily 30+, exemplify Waitrose’s track record of successful brand introductions. Shona Campbell, Ottolenghi’s chief marketing officer, highlighted the positive collaboration with Waitrose, noting strong customer reactions and future product expansions.
The ‘BrandsNew’ program represents a strategic effort by Waitrose to continue advancing the market presence of innovative FMCG brands.
