Sainsbury’s has announced the return of its Future Brands programme which selects and supports challenger businesses looking to expand into retail.

This year, the grocery retailer will run two category-specific Future Brands recruitment campaigns focused on Mindful Drinking and Feel Good convenience.

As consumers are increasing moderation and cutting down on alcohol, the Mindful Drinking category aims to expand the retailer’s choice of drinks for a wide range of occasions.

Additionally, as part of the Feel Good convenience category, the retailer is looking for brands that have convenient ready-to-eat options that are healthy and fit into busy schedules.

According to the business, these categories have been chosen since they reflect long-term consumer trends where upcoming brands have the opportunity to bring in innovative ideas and a wider assortment.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

As part of the programme, brands will receive practical support and guidance to help them build a sustainable retailer partnership with Sainsbury’s.

James Campbell, director of product & innovation, Sainsbury’s, said: “Future Brands is about finding brilliant challenger brands with the potential to bring something genuinely new and innovative to our customers.

“By focusing this round of recruitment on Mindful Drinking and Feel Good Convenience, we’re targeting two areas where we know customers are looking for more choice, better solutions and products that fit the way they live today.”

This is part of Sainsbury’s commitment to position itself as a retailer that promotes innovation and products that can complement its own-label and big-brand ranges.

Challenger businesses will be able to apply to the category-specific briefs via RangeMe by 11 October, and the shortlisted brands will be invited to pitch to buyers.