Whole Foods Market has opened applications for its UK Q4 2026 Pitch Day, where 54 emerging brands will receive the opportunity to pitch directly to its buying teams.

The initiative aims to offer a route from pitch to retail listing for new food and lifestyle businesses.

The supermarket retailer expressed interest in receiving pitches from brands that offer products within high-value markets such as protein-led products and the growing chilli crisp and crunch category.

Brands operating within the categories of body care, condiments, meat sticks, protein bars and protein drinks are encouraged to apply according to the business.

Additionally, there will be priority given to products that are locally sourced, cater to special diets and align with ongoing consumer trends.

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Whole Foods Market is also seeking out brands with organic products that are also eco-friendly in line with the company’s mission.

This comes after brands which were found through earlier rounds have begun being stocked across the supermarkets.

Some of the businesses from previous pitch days, including Flavour Bombs, Chilli Chan’s and Spice Dept, are set to arrive in stores in Q1 2027.

The full details on the application process and selection criteria can be found on the retailer’s website.

This comes after the grocer expanded its retail footprint in the UK this summer and opened six new stores in London, bringing its total number of locations to 12.

The recent announcement reinforces the American supermarket chain’s investment in growing its presence in the UK.