Whole Foods Market is once again on the hunt for new-to-market UK brands to stock on its shelves, with the return of its annual brand pitching days.
The challenger brand programme gives “innovative” brands from any fmcg category the opportunity to pitch their products to the retailer’s buyers. Successful brands will be listed on Whole Foods’ shelves.
During the listing brands will also receive a programme of tailored support to help them get up and running, including free PoS packages as well as activation opportunities.
“Innovative” brands from any fmcg category have until 15 January to register, via the retailer’s website. Successful applications will then be invited to pitch, in “speed-dating” style, to Whole Foods buyers at its Barbican HQ in London on 23 January, with a view to listing as soon as possible depending on the product.
Whole Foods is specifically targeting brands making their first steps into the UK grocery aisle. Products must adhere to Whole Foods Market’s strict ingredients and additive guidelines.
“We have had some amazing success stories come out of our pitch days, one of which is about to have a national rollout in 2026,” said Whole Foods executive director of purchasing in the UK Jade Hoai.
“I am so proud of my team for their passion and expertise in seeking out and supporting amazing brands.”
Read more: Whole Foods Market aims to make ‘dent’ in the UK grocery sector with new stores
One of those who found success through last year’s pitching days was autoimmune-friendly cereal brand Superkeen, which made its retail debut through the programme, launching three SKUs into Whole Foods’ six stores in January 2025.
“I was a newbie to the food world,” founder Caragh Keane, a teacher who founded Superkeen in 2022 following her diagnosis with lupus, which meant she was unable to eat inflammatory foods, told The Grocer.
As part of the programme Keane has had regular contact and support from Whole Foods’ buyers. The brand has also held foyer activations in Whole Foods stores, and been given dedicated gondola ends.
“The last year has been a steep learning curve,” she said. “I just knew the support was there.”
Having launched into Whole Foods with no retail presence, Superkeen has “tripled” in size, and is now also listed with Planet Organic and Ocado, and is imminently set to launch into Irish retailer Dunnes. “It’s opened doors,” Keane said.
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