Fortnum & Mason has kicked off its annual hunt for “exceptional” undiscovered brands with the return of its Fortnum & Makers Open Call challenger brand scheme.
The scheme – which launched last year – invites British challenger brands to submit their products to Fortnum’s buyers, with a chance of being stocked on its shelves.
The luxury grocer is looking for artisan, “UK-based makers” across six categories: bakery, confectionery, drinks, grocery, tea & coffee and wellness, which is a new category for 2026.
Prospective brands have until 10 March to apply via Fortnum’s website. They must be “retail ready”. Finalists will be invited to present to Fortnum’s buyers at its Piccadilly store in April 2026, with a view to announcing winners in June.
Winners will be given an initial three-month listing at Piccadilly and across Fortnum’s satellite sites. During that time they will participating in additional events and in-store activations.
“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,” said Liz Morgan, Fortnum & Mason director of buying for food, wine & spirits.
“We had an incredible response to our call last year so we are delighted to launch our second Open Call to find inspirational producers.”
Fortnum’s has returned the scheme after the success of the inaugural Open Call last year. It was the first time in its 319-year history that it had extended its a challenger brand programme to food and drink brands, having previously restricted its Makers call to homeware and craft products.
2025 saw hundreds of brands apply, with 10 eventual winners gaining listings on Fortnum’s shelves. Brands included Aura Seasalt, organic blended salt brand from the Cotswold maker Feel Complete; Omega Pressery, which produces a range of cold-pressed, single-origin avocado and macadamia cooking oils; Kent-based canned Desi snack brand Curry Smugglers and hot sauce brand Spiced Sussex.
Other winners Root 2 Ginger – a range of cold-pressed ginger-based drinks made using traditional Caribbean family recipes – and Oyster Gin from Isle of Bute Distillery have gone on to achieve permanent listings with the retailer.
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