Waitrose has announced the first 18 brands it is backing through its BrandsNew product innovation scheme.
The new products will hit shelves by the end of May, alongside a raft of new lines from Ottolenghi and Gymkhana as Waitrose ramps up its exclusive partnerships programme.
The supermarket launched BrandsNew in September, in conjunction with consultancy YF, as a way of identifying “sexy”,“trend-led brands” to list on its shelves. Waitrose pledged to invest £2m into selected brands, with ‘winners’ working with its product developers to launch exclusive products.
Among those to launch exclusive products are Spill Tea – which will launch a pack of 80 teabags – bodycare brand Baz & Co and Torres crisps, which will launch three SKUs. They’ll be joined on shelves by The Pickle House, in the form of a spiced tomato mix, and spread brand Rhythm 108.
London-based recipe kit brand Bang Curry will also make its retail debut with four new curry kits, alongside vertical farming company Planet Farms, already unveiled by Waitrose earlier this month.
The supermarket is also introducing a number of challenger brands with listings elsewhere to its shelves for the first time. It includes Freja, which will launch its chicken and beef broths, Blanco Niño, which will list three tortilla chip variants, and tempeh brand Tiba, which will launch three products, alongside hot honey brand Wilderberry.
The grocer is also ramping up its selection of craft booze and soft drinks. It includes an exclusive Swell Lager with South London brewery Gipsy Hill, as well as an exclusive collaboration ale between Hogs Back and Renegade Breweries. James Gin and soda brand Living Things will also launch exclusive lines into Waitrose.
Filey Bay whisky, Hip Pop kombucha and soda brand Punchy will also be added to Waitrose’s drinks section.
“We’re really proud to be providing a platform for these brilliant brands and giving them an opportunity to grow their businesses,” said Charlotte Di Cello, Waitrose chief commercial officer.
“Our customers love discovering quality, exciting and innovative brands and are increasingly making them a regular part of their shop.”
Waitrose has targeted innovation as one of its core points of difference as part of its turnaround plan, and has been ramping up its programme of exclusive partnerships in a bid to bring shoppers back to its stores. This has included new partnerships with restaurant brand Gymkhana, Wildfarmed, CrossTown doughnuts and most notably with British-Israeli chef Yotam Ottolenghi.
The latter has been hailed as a particular success, with Waitrose completely selling out of some lines shortly after its launch in April 2024. Waitrose is expanding the ingredients range, adding six new lines.
They are Calabrian Chilli and Tomato Pesto, Hawaij Paste, Black Garlic and Scotch Bonnet Marinade, Smokey Honey Marinade and Preserved Lemon Marinade, alongside Queen Black Chickpeas, in an exclusive collaboration with the Bold Bean Company.
The Gymkhana range will also be expanded with three new sauces and two chutneys. Waitrose will also nearly double distribution, from 135 to 280 stores.
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