Morrisons has launched a fast-track programme offering small businesses and startups a route into the national market.
Successful applicants to the “Growing British Brands” scheme will be able to sell their products in all 497 Morrisons stores.
They will also be listed in other parts of the company, such as Morrisons.com and wholesale channels like Amazon.
A mentorship team will also provide the brands with advice on production, packaging, marketing and logistics.
“There are thousands of people with great ideas, but getting them to market at scale is often a long, risky and complicated process,” Morrisons chief executive David Potts said.
“This programme can provide the support, guidance and confidence for great brands with great products to lift their horizons, to think big and to reach new customers all around Great Britain.”
Food minister Victoria Prentis welcomed Morrisons’ plan “to further support entrepreneurs in this vital sector”.
“The “Growing British Brands” programme will boost small businesses, encouraging them to scale up and reach thousands of potential new customers,” she said.
The news comes after Big 4 rival Tesco announced the four successful applicants to its year-long mentorship programme last month.
One alumnus of the Tesco scheme is Brewdog, currently ranked as the UK’s most valuable beer brand.