Whole Foods Market is tripling the intake to its challenger brand scheme, as it kicks off its seasonal hunt for new-to-market suppliers.
The Amazon-owned grocer is “significantly expanding” the number of slots offered for brands to pitch to its buyers during its Q2 Pitching Day in April, to 50.
It followed “strong demand” earlier in the year, with more than 500 submissions for just 17 pitching slots in Q1. Whole Foods wanted to open the scheme up to more challenger brands, it said.
Founders have until 27 March to submit entries. Those who are successful will be invited to pitch to the retailer’s buyers at Amazon HQ in London on 24 April, with a view to gaining a listing in Whole Foods’ stores.
Whole Foods focuses the now quarterly intake on specific seasons, in line with its internal range reviews.
It is specifically on the hunt for brands within the following categories: Children’s products & toiletries; pre-mixed & ready-to-drink beverages; charcuterie & cured meats; crackers; immunity & superfoods; summer entertaining; sports-focused products; ice cream, and baby & toddler.
It is also looking for non-food brands in categories including US-themed; routine reset; homeware and gifting.
“We saw so much demand for the Q1 pitch day, we wanted to open pitch slots up to more challenger brands,” Izzie Peskett, Whole Foods Market UK head of marketing, told The Grocer.
Buyers would prioritise brands that are new to market, locally sourced and cater to Whole Foods’ strict sourcing, ingredients and sustainability guidelines.
Reflecting on the previous pitching day in January, Peskett offered some advice to potential applicants.
“Brands who were clearly well prepared and structured for the pitch shone against those that were not,” she said. “Short, snappy presentation and great 30 elevator pitch statements really work to summarise why we should consider working with the brand.”
Products that were successful were either first to UK market, tasted amazing or brought something “completely unique” to their respective category, Peskett added.
Despite its struggles to turn a profit since it launched in the UK in 2004, Whole Foods is in the middle of a renewed UK expansion plan following the closure of all Amazon Fresh stores in the UK.
Five will be converted into Whole Foods stores, with the retailer also looking for new locations across the south of the UK for new stores.
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