Fortnum & Mason has launched its first-ever product discovery scheme to find “undiscovered” food and drink brands to list on its shelves.
As part of the programme, which is called Fortnum & Makers Open Call, the retailer is inviting “talented UK makers” to submit their products to its buyers for consideration across five categories: bakery, confectionery, drinks and grocery, as well as tea and coffee.
“Finalists” will then be invited to formally pitch their products to Fortnum’s buyers. The winners will be offered a minimum listing of three months, as well as opportunities to participate in tastings and Fortnum’s programme of events.
The luxury retailer has historically run its Fortnum & Makers programme as way to source new products for its homeware and craft categories. This is the first time it has been opened up to food and drink producers.
“At Fortnum’s, we are passionate about extraordinary food and drink, and committed to celebrating the makers who pour their craft into every bite and sip, so we are delighted to launch this nationwide search for the very best producers,” said Liz Morgan, Fortnum & Mason director of buying for food, wine & spirits.
“We know it can be difficult for small producers to get their products in front of buying teams, and this open call allows these artisans to do exactly that.”
Read more: How supermarket accelerators & incubators are creating a new landscape for challenger brands
Applicants will have until 16 May to apply. They will have to submit a short entry form online. All entrants would need to have “retail-ready packaging” with products that “reflect exceptional quality” with excellent ingredients, Fortnum’s said. Products must also be able to prove their “ethical sourcing, and sustainability” credentials.
Winners will be selected by mid-July with a view to launching at Fortnum’s Piccadilly flagship store.
While it has traditionally been seen as a destination for gifting and confectionery – primarily bought by wealthy tourists – Fortnum’s has been working to expand its grocery offer to make its products “more relevant” to everyday shoppers.
The launch of the open call follows the rollout of a Fortnum’s “largest ever” ingredients range, targeted at scratch cooks, earlier this week.
No comments yet