Waitrose is to launch ‘BrandsNew’, a branded innovation programme to identify and support exciting new FMCG brands to the market.

The new programme will see over £2m invested in the first year and will be led by the upmarket retailer’s Branded Innovation team, alongside leading product discovery platform RangeMe, and innovation consultancy YF who will provide support for the brands.

Participating brands will be supported with a tailored package of time from Waitrose’s Branded Innovation team as well as expert buyers sharing knowledge and practical advice, alongside confirmed space in store, online and with its business to business partnerships.

The package will also feature affordable marketing support across all channels, experiential moments such as store tastings, online sampling, presence at events such as Waitrose Food and Drinks Festival, as well as performance data and analysis, and clear expectations.

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Waitrose commercial director Charlotte Di Cello said: “Identifying, backing and growing brilliant new brands is something we’ve done for years and we’re proud that so many are now household names.

“It’s great to now be amplifying this track record with our BrandsNew programme to attract and support even more exciting and exclusive brands to Waitrose shelves and online. Our customers love them.”

The programme builds on recent exclusive launches of Ottolenghi, Wildfarmed and Zoe Daily 30+.

Ottolenghi chief marketing officer Shona Campbell added: “We have enjoyed working with Waitrose teams across the business from buying to marketing for many months (if not years) ahead of launch, to bring Ottolenghi flavours to plates nationwide.

“We’re thrilled that Waitrose customers have reacted so well to the range. So much so, we are looking forward to bringing new products out in the coming months…watch this space.”