Waitrose partners with innovative food and drink startups

Waitrose is set to welcome 18 exciting new brands to its shelves by the end of May, as part of its ambitious BrandsNew programme, an initiative designed to spotlight innovation and champion the next generation of F&B startups. 

The scheme was first launched by the retailer in September 2024, Waitrose said it would invest £2m to attract and support small, innovative brands. They include Freja, which featured in the Startups 100 Index in 2025. 

The programme signals a clear shift in the retail landscape, and suggests that UK consumers are hungry for fresh ideas with founder-led startups leading the way. 

Waitrose’s big bet on small brands

Waitrose’s BrandsNew programme was launched last year to support trending Fast-Moving Consumer Goods (FMCG) products with their market entry strategy. 

As part of the scheme, Waitrose will work with leading product discovery, sourcing and purchasing platform RangeMe, as well as innovation consultancy YF, to help its brands become supermarket-ready. 

As reported by The Grocer, Charlotte Di Cello, Waitrose Commercial Director, 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.”

BrandsNew builds on the retailer’s successful exclusive launches of other challenger businesses in the UK. Ottolenghi, Wildfarmed, and Zoe Daily 30+ are among the other small labels that have recently been supported by Waitrose’s backing. 

Meet the brands joining Waitrose in May

One of the new products to hit Waitrose in May is none other than the bone broth brand Freja, which we named a top 100 startup at the start of this year. 

The startup’s mission is to help bone broth shed its Viking associations and present it as the nutrition-packed alternative to ultra-processed foods. Other new kids on the block include high-end crisp company, Torres, and South London-based regenerative brewery, Gipsy Hill. 

The range of exciting new products on offer represents a growing appreciation for niche, sustainable, and premium offerings by large supermarkets looking to diversify their portfolio. 

Some of the UK’s fastest-growing startups are currently in F&B, such as another Startups 100 brand Bold Bean Co, having gone from idea to national distribution in just four years.

How to get stocked

Breaking into major UK supermarkets is a huge opportunity for food and drink brands – but it’s also a challenge. Retailers like Waitrose are on the lookout for fresh, innovative products that meet a clear customer need and offer something truly unique.

To get your brand on the shelves, start by refining your brand story. Buyers expect more than a great idea: they also want consumer demand, strong margins, and a robust supply chain that can handle large orders and meet strict requirements, like a 75% minimum shelf life.

Cash flow is critical, too. Supermarkets rarely pay upfront, so plan how you’ll fund production whether through invoice factoring, investment, or loans.

Getting listed takes persistence: identify the right category buyer and pitch with clarity and evidence that your product deserves a spot on their shelves.

And don’t forget to explore the 2025 Startups 100 Index, a launchpad that has spotlighted some of the UK’s most inspiring F&B businesses, including Bio&Me and SURREAL. You’ll find out who’s making waves, and maybe spot your future competitors.