Waitrose Invests £2m in F&B Startups 

Waitrose is about to welcome 18 thrilling new manufacturers to its cabinets by the top of Might, as a part of its bold BrandsNew programme, an initiative designed to highlight innovation and champion the following era of F&B startups. 

The scheme was first launched by the retailer in September 2024, Waitrose stated it might make investments £2m to draw and assist small, modern manufacturers. They embody Freja, which featured within the Startups 100 Index in 2025. 

The programme indicators a transparent shift within the retail panorama, and means that UK customers are hungry for recent concepts with founder-led startups main the best way. 

Waitrose’s massive wager on small manufacturers

Waitrose’s BrandsNew programme was launched final yr to assist trending Quick-Transferring Client Items (FMCG) merchandise with their market entry technique. 

As a part of the scheme, Waitrose will work with main product discovery, sourcing and buying platform RangeMe, in addition to innovation consultancy YF, to assist its manufacturers change into supermarket-ready. 

As reported by The Grocer, Charlotte Di Cello, Waitrose Industrial Director, stated: “figuring out, backing and rising sensible new manufacturers is one thing we’ve accomplished for years, and we’re proud that so many are actually family names.

“It’s nice to now be amplifying this observe file with our BrandsNew programme to draw and assist much more thrilling and unique manufacturers to Waitrose cabinets and on-line. Our clients love them.”

BrandsNew builds on the retailer’s profitable unique launches of different challenger companies within the UK. Ottolenghi, Wildfarmed, and Zoe Day by day 30+ are among the many different small labels which have just lately been supported by Waitrose’s backing. 

Meet the manufacturers becoming a member of Waitrose in Might

One of many new merchandise to hit Waitrose in Might is none aside from the bone broth model Freja, which we named a prime 100 startup initially of this yr. 

The startup’s mission is to assist bone broth shed its Viking associations and current it because the nutrition-packed different to ultra-processed meals. Different new youngsters on the block embody high-end crisp firm, Torres, and South London-based regenerative brewery, Gipsy Hill. 

The vary of thrilling new merchandise on provide represents a rising appreciation for area of interest, sustainable, and premium choices by massive supermarkets seeking to diversify their portfolio. 

Among the UK’s fastest-growing startups are at present in F&B, equivalent to one other Startups 100 model Daring Bean Co, having gone from thought to nationwide distribution in simply 4 years.

Tips on how to get stocked

Breaking into main UK supermarkets is a large alternative for foods and drinks manufacturers – however it’s additionally a problem. Retailers like Waitrose are looking out for recent, modern merchandise that meet a transparent buyer want and provide one thing actually distinctive.

To get your model on the cabinets, begin by refining your model story. Consumers count on greater than an excellent thought: in addition they need shopper demand, sturdy margins, and a strong provide chain that may deal with massive orders and meet strict necessities, like a 75% minimal shelf life.

Money stream is vital, too. Supermarkets hardly ever pay upfront, so plan the way you’ll fund manufacturing whether or not by means of bill factoring, funding, or loans.

Getting listed takes persistence: establish the correct class purchaser and pitch with readability and proof that your product deserves a spot on their cabinets.

And don’t overlook to discover the 2025 Startups 100 Index, a launchpad that has spotlighted a few of the UK’s most inspiring F&B companies, together with Bio&Me and SURREAL. You’ll discover out who’s making waves, and perhaps spot your future rivals.