Tesco incubator brands 2020

Source: Tesco

Vegan brands including Buttermilk and This Is will be given a year of support from Tesco’s product team

Tesco has announced seven new brands will be added to its Incubator programme, with plant-based products and sustainability featuring prominently in the line up.

The brands, which will be given a year of support and expertise from Tesco’s product team, include new plant-based meat alternative brand This Is, condiment specialists Dr Will’s, and vegan-friendly confectionery brand, Buttermilk.

Ethical fem-care brand TOTM, frozen bakery dough brand the Northern Dough Co, craft beer brand Salt, and natural skincare brand Yes To make up the list.

Tesco launched the Incubator programme in 2017 and it has helped with the development of household brands including the likes of Brewdog, Fever-Tree and Deliciously Ella.

Tesco also announced it would extend its support for three brands from last year’s programme: Mara Seaweed; Simply Cook; and Rascal and Friends.

The retailer said the brands picked will benefit from a year-long programme including events run by Tesco’s Product Team; using customer insight in developing their brands and advice on merchandising products more effectively.

“Now in its fourth year, our Incubator programme enables us to partner with some of the most exciting up-and-coming brands, who are at the very forefront of consumer trends including plant-based innovation and sustainability,” said Ashwin Prasad, Tesco’s Chief Product Officer.

”It’s never been more important to support brands making their way in the retail sector and I hope all of this year’s intake can develop and grow in partnership with us.”