Waitrose is launching ‘BrandsNew’ at Waitrose, a new branded innovation programme to identify and support exciting new FMCG brands to market.  The new programme will utilise our own experienced team of expert Partners, alongside leading product discovery, sourcing and purchasing platform RangeMe and innovation consultancy YF (formerly Young Foodies) who will provide invaluable support for the brands via their extensive experience and market-leading expertise in getting brands ready to supply supermarkets.

Charlotte Di Cello, Waitrose Commercial Director comments “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.”

Building on the recent successful exclusive launches of Ottolenghi, Wildfarmed and Zoe Daily 30+, BrandsNew will showcase Waitrose’s ambition to innovate and offer our customers unique, trend-led brands that food lovers will cross the road for.  

Participating brands will be supported with a tailored package of:

• Commitment of time from Waitrose’s Branded Innovation team as well as expert Buyers sharing knowledge and practical advice

• Confirmed space in store, online and with our business to business partnerships

• Affordable marketing support across all channels

• Experiential moments e.g. in store tastings, online sampling, presence at Waitrose events such as Waitrose Food and Drinks Festival 

• Performance data and analysis

• Clear expectations

Shona Campbell, Chief Marketing Officer at Ottolenghi comments: “We have enjoyed working with Waitrose teams across the business from buying to marketing for many months (if not years!) ahead of launch, to bring Ottolenghi flavours to plates nationwide. We're thrilled that Waitrose customers have reacted so well to the range. So much so, we are looking forward to bringing new products out in the coming months...watch this space!”

Waitrose is proud of their history of first to market launches for brands that are now household names and are looking for the next generation of these brands to grow together. The likes of Charlie Bigham’s, innocent, Sipsmith, Pukka Tea, Dorset Cereals, Unearthed, Deliciously Ella and Plants all started their lives with Waitrose and have become essential purchases for many of our food loving customers. 

The BrandsNew at Waitrose programme is now live via the RangeMe website. This is part of Waitrose’s long term strategy to provide customers with Food to Feel Good About, to bring more exciting and innovative new brands to our customers.