- Waitrose to ramp up branded innovation programme in response to customer demand
- 18 new and innovative brands to launch by the end of May with more set to follow
- Plans also unveiled to expand existing partnerships with Ottolenghi and Gymkhana
Black truffle crisps, pistachio spread and regenerative lager are just some of the new products Waitrose customers can look forward to this month as it steps up its commitment to backing new and innovative brands.
By the end of May, the supermarket will introduce 18 new brands*, including eleven exclusive partnerships, from plant-based products to preserves, snacks and drinks. It has also confirmed its ambition to launch more new brands by the end of the year and beyond.
It follows the success of its branded innovation programme, BrandsNew, which launched last September, with Waitrose announcing it would invest £2m in the first year. The programme was set up to attract and support small and trend-led brands after the supermarket forged successful partnerships with the likes of Ottolenghi, Gymkhana and WildFarmed, earlier in 2024.
Waitrose’s Branded Innovation team works alongside leading product sourcing and discovery platform, RangeMe, and innovation consultancy YF, (formerly Young Foodies), to support new brands in getting them ready to supply supermarkets.
The supermarket reported at its annual results in March that sales were up 4.4% on the previous year and these new brands are playing a key role in helping Waitrose to attract and inspire customers. Sales from the exclusive range of Ottolenghi spices and pasta sauces and Gymkhana’s selection of Indian cooking sauces and marinades have risen by around 7% since the start of the year alone. The two brands will also expand their ranges in Waitrose in the coming weeks as a result of their growing popularity.
Ottolenghi will launch Calabrian Chilli and Tomato Pesto, Hawaij Paste, Black Garlic and Scotch Bonnet Marinade, Smokey Honey Marinade and Preserved Lemon Marinade, alongside Queen Black Chickpeas, in an exclusive collaboration with the Bold Bean Company. Gymkhana will add Korma, Tikka Masala and Madras Sauces alongside Peanut & Sesame and Tandoori Onion Chutneys, while also increasing the number of Waitrose stores the brand is available in from 135 to 280.
Building on the programme's success, Waitrose is launching 18 new brands, including exclusive new partnerships with companies such as Gipsy Hill Brewery, Planet Farms, The Pickle House and Living Things.
The BrandsNew programme supports and celebrates these brands by bringing their stories, as well as their products to new audiences. For example, the fresh produce from Planet Farms and skincare from Baz & Co use vertically grown farming practices, whilst Spill Tea ensures it pays its farmers a premium price.
Charlotte Di Cello, Waitrose Chief Commercial Officer, said: “We're really proud to be providing a platform for these brilliant brands and giving them an opportunity to grow their businesses. Our customers love discovering quality, exciting and innovative brands and are increasingly making them a regular part of their shop."
Waitrose continues to encourage new brands interested in supplying the supermarket to get in touch via RangeMe. Focus over the coming months includes new brands in confectionery, low and no alcoholic drinks, plant-based products and brands that help customers eat their recommended 30 plants a week.
