Tesco is to make health the main driver of its Accelerator Programme, aimed at helping start-ups, as it responds to calls from customers for more innovation in the space.
The programme launched last year to replace its successful Incubator strategy but Tesco said it was getting a makeover because of the growing importance on health and wellbeing to shoppers.
The supermarket said it wanted to support innovation from new brands to help respond to customers increasingly looking for products to help manage their wellness needs including gut health, immune function, and bone health.
Tesco said the scheme will be re-focused to champion innovative brands that will tackle some of those key demands.
The move comes after its research found 90% of customers were looking for support with their self-care, while 62% of customers would like Tesco to help them and their family eat more healthily.
Tesco said it was supporting what it describes as “some of most exciting and innovative brands in the UK”, with the suppliers chosen to take part benefiting from the opportunity to be stocked in Tesco stores and online. They are also supported by a dedicated innovation buying team with access to a comprehensive programme of mentoring, learning and development.
Brands in the latest cohort supported by Tesco, announced in March, included Wildfarmed, Better Nature Tempeh, and bone broth company Freja.
“We’re really excited to announce an increased focus on our health and wellness range as part of our Accelerator Programme,” said Tesco innovation buying manager Helena Dennis.
“We’re passionate about delivering products that give our customers affordable, easy to access, good quality health and wellness products. These fresh brands further strengthen the incredible range we have in our stores. We can’t wait to see how customers respond to them.”
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