Sainsbury has taken its "Dragon's Den-style" product listing scheme online to make it quicker and easier for aspiring suppliers.

The Supply Something New initiative was launched in partnership with Food from Britain last month to give small regional suppliers the chance to meet the retailer's senior executives and pitch for shelf space.

The new website,, is intended to encourage more suppliers to apply electronically.

Successful companies could see their brand on-shelf within two months.

The next category will be meat and poultry, for which the application closing date is 31 July. Sainsbury and the regional food groups will sample products from 20 shortlisted companies. Eight producers will then get to present to a forum.

Mike Coupe, Sainsbury's trading director, said: "We're excited about some of the products that will come through. If the line is good enough we will list it regardless of supplier size."