Co-op is to launch a brand accelerator scheme alongside its Apiary incubator programme to boost brand development and growth for smaller suppliers.

Later this year, the convenience retailer’s Apiary programme will see its third wave of suppliers his shelves through its incubator scheme, which is for suppliers at the beginning of their retail journey.

However, for the first time, Co-op will also operate an accelerator to further promote range diversity and supplier inclusivity.

The accelerator scheme is open to both new and existing suppliers to support their brand development, offering participants access to learning opportunities including masterclasses and mentor networking, category buyer support, and Co-op’s Gift to Give programme, where larger suppliers provide support to smaller-scale businesses.

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A total of 10 innovative and purpose-led suppliers will form the inaugural wave of participants, including Bio & Me, Brewgooder, Dr Wills, Hip Pop, Nix & Kix, Play in Choc, Pleese Freezecakes, The Jolly Hog, TrueStart Coffee, and Zaytoun.

Co-op head of commercial for drinks, frozen, community buying and the Apiary Rebecca Oliver-Mooney said: “This is an exciting development, the addition of an accelerator scheme to our Apiary means we can work with small suppliers at different stages of their journeys.

“We are passionate about driving range diversity and supplier inclusivity, and we look for purpose-led suppliers, those from under-represented communities or demographics and, who share co-operative values. The incubator is for suppliers at the beginning of their retail journey, however, there are established suppliers in the retail world who tell us they would really benefit from support networks if they are to get to the next level.

“So this is about embracing the entrepreneurial spirt of these challenger brands, and working collaboratively in order to support and enable the acceleration of their growth, both on our shelves and across the market.”