Fortnum & Mason has announced the winners of its inaugural challenger brand discovery programme.
The 10 winners, including Welsh sweet spread brand Crwst, hand-painted gingerbread maker Gingerbread World, and British-produced umami mayonnaise brand Umami Bros, will be stocked on Fortnum’s shelves from September.
The brands will also participate in a programme of in-store tastings and have their products displayed in the windows of Fortnum’s Piccadilly flagship store.
Fortnum’s has traditionally run a ‘Makers Call’ scheme to source “undiscovered” homeware and craft products. It opened the scheme up to food and drink companies for the first time in May.
More than 200 suppliers entered in five categories: bakery, confectionery, drinks, grocery and tea & coffee.
The other winners include Omega Pressery, which produces a range of cold-pressed, single-origin avocado and macadamia cooking oils; Kent-based canned Desi snack brand Curry Smugglers; hot sauce brand Spiced Sussex; and Feel Complete, organic flavoured salt from the Cotswolds.
Three drinks brands complete the lineup: Manchester-based Root 2 Ginger is a range of cold-pressed ginger based drinks made using traditional Caribbean family recipes; Oyster Gin from Isle of Bute Distillery is distilled using real oysters; and Belly Dance produces a range of fermented probiotic drinks.
“We were overwhelmed by the quality, creativity, and passion of this year’s entrants,” said Liz Morgan, Fortnum & Mason director of buying for food, wine & spirits.
“The selected makers bring exciting new stories, flavours and values to our shelves, and we’re thrilled to support their next chapter at Fortnum’s.”
As part of their application, all brands were invited to Piccadilly to present to Fortnum’s buyers.
It is the latest move by 318-year-old Fortnum’s to make its food and drink offer more “relevant” to 21st-century shoppers.
CEO Tom Athron is keen to move away from its historic base of wealthy tourists, by attracting more everyday “foodies”. The retailer also launched its first ever loyalty scheme in June.
Fortnum’s is also looking to open outlets outside London for the first time.
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