Source: Sainsbury’s

The deadline to submit entries for the pitch process is 14 August

Sainsbury’s has launched its first pitching competition for its Taste of the Future trial bays.

The aim of the competition is to help the company discover distinctive and innovative brands as part of its drive to offer customers something new they would not be able to buy elsewhere.

It will invite 15 shortlisted suppliers to pitch to a panel of buyers and members of the Future Brands team at in Holborn HQ on 21 August.

The deadline to submit entries for the pitch process is 14 August. Successful entries will secure a place on the supermarket’s trial bay in 70 stores next January.

Sainsbury’s launched Taste of the Future at the end of June as the latest phase in its Future Brands programme, designed to identify “distinctive” disruptor brands and help the supermarket stand out from its big four rivals.

The Future Brands team is a Sainsbury’s division that works with suppliers that offer choice, quality and innovation, supporting them through the process of bringing their food to its customers.

It has supported brands including Beavertown, Tony’s Chocolonely, The Curators and Peter’s Yard.

“We are very excited to be launching our first-ever pitching competition for our Taste of the Future trial bay,” said Sainsbury’s head of Future Brands origination Milena Lazarevska.

“The bay allows us to trial some truly distinctive brands and discover new trends, offering our customers something that they won’t be able to find anywhere else. If your brand can offer our customers something new and distinctive, we’d love to hear from you.”