Waitrose has announced the launch of its innovative ‘BrandsNew’ program, allocating over £2m to support emerging brands.
- This initiative leverages Waitrose’s Branded Innovation team and partners like RangeMe and YF, aiming to nurture new brand success.
- Successful brands will receive comprehensive support, including guidance on supermarket supply challenges.
- Program participants will gain benefits such as confirmed retail space, marketing support, and performance analysis.
- The BrandsNew initiative is a strategic element of Waitrose’s plan to enhance its product offerings with innovative brands.
Waitrose, the renowned UK grocery retailer, has unveiled its ambitious ‘BrandsNew’ initiative aimed at supporting promising new brands. This program will see more than £2 million invested in its initial year, reflecting Waitrose’s commitment to fostering innovation in the retail sector. Through a collaborative effort with its Branded Innovation team and external platforms like RangeMe and YF, Waitrose is set to identify and nurture brands with the potential to become household names.
The ‘BrandsNew’ program offers a significant advantage to participating brands, enabling them to navigate the often complex challenges of supplying to supermarkets. By providing tailored support packages, Waitrose ensures brands receive the necessary guidance from its innovation team and buyers. In addition, participants are guaranteed retail space, marketing support, and insightful performance data analysis, all crucial for successful market integration.
Charlotte Di Cello, Waitrose’s commercial director, expressed pride in the company’s history of developing 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.” Her statement underscores the strategic role the ‘BrandsNew’ program plays in expanding Waitrose’s innovative portfolio.
The initiative is also part of a broader strategy to reinforce Waitrose’s reputation for offering high-quality products. As part of this strategy, Waitrose has recently invested £10 million in reducing prices across its premium No.1 and Duchy organic product lines, demonstrating a dual focus on affordability and quality.
Launched via the RangeMe website, the program is designed to attract brands that can provide Waitrose customers with groundbreaking products. This effort aligns with the company’s long-term goal of delivering ‘Food to Feel Good About,’ emphasizing a commitment to health, quality, and customer satisfaction.
The ‘BrandsNew’ program showcases Waitrose’s dedication to innovation and quality, strengthening its position in the market.
