Asda has announced the first 15 emerging brands that will be listed on its shelves as part of its Nurture programme aimed at encouraging innovation among small suppliers.
The move will see customers at 100 stores offered 46 lines from small suppliers across the UK.
The programme, which launched in October last year, aims to champion emerging brands.
Products included in the first list of those chosen include Enjoy Rogue’s negroni marmalade and Miami Burger’s plant-based Italian-style meat malls.
Asda said a number of the products were exclusive to the supermarket, including Ellers Farm Distillery’s Yorkshire-produced Dutch Barn Orchard Vodka.
Starting from 95p, the range of new products will feature the Nurture branding and includes alcohol-free spirits and drinks, rum, vodkas, vegan and gluten-free snacks, and high-fibre lower-sugar alternatives to sweet treats.
Asda said frozen products would also be available from 14 April, with vegan options across a range of pizzas and pies, as well as meat-free burgers, meatballs, bacon, and sausages.
As part of the programme, suppliers will receive support and mentorship from experts to understand how to work with a large retailer.
“We’re proud that we’re able to give these brilliant small suppliers a platform to help grow their brand and reach more customers and are excited to be bringing these new and innovative products to our shelves,” said Paul Gillow, VP of fresh and frozen at Asda.
“We’ve been impressed by what we’ve seen so far.”
Asher Flowers, founder of Enjoy Rogue, added: “Asda offers something for every budget across the country, so to get our products on the shelves and into the hands of Asda customers is something I’m very proud of. I want every customer to be able to enjoy Rogue, ensuring we’re as easily available in Yorkshire as we are in London.”
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