Waitrose is to launch products from 18 new and innovative brands by the end of this month (May), ramping up its launch schedule in response to customer demand.

New ranges will include black truffle crisps, pistachio spread and regenerative lager, with 11 of the brands entering into exclusive partnerships with the supermarket chain. Further new ranges will be introduced throughout the year, says the retailer.

The BrandsNew programme was launched by Waitrose in September 2024, when the retailer said it would invest £2m in the scheme’s first year to attract and support small, innovative brands. Earlier last year Waitrose had formed successful partnerships with brands including Ottolenghi, Gymkhana and WildFarmed.

At its annual results in March, Waitrose credited these new brands for attracting and inspiring customers.

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Product sourcing platform RangeMe and innovation consultancy YF are working with Waitrose on the programme.

New ranges will launch from Ottolenghi and Gymkhana, along with debut products from companies including Gypsy Hill Brewery, Planet Farms, The Pickle House, Living Things, and skincare brand Baz & Co.

“We’re really proud to be providing a platform for these brilliant brands and giving them an opportunity to grow their businesses,” said Waitrose chief commercial officer Charlotte di Cello.

“Our customers love discovering quality, exciting and innovative brands and are increasingly making them a regular part of their shop.”