Dr. Will’s, This, and Buttermilk enter Tesco incubator programme

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The UK supermarket has announced seven new brands to receive mentorship through its incubator programme
Brands logos of the cohort 2020 of Tesco Incubator programme
Photo as seen on Tesco’s website

Plant-based products and sustainability feature prominently in Tesco’s new cohort of Incubator brands. The UK supermarket has selected seven new brands to benefit from a full year of support and expertise from its product team, including no-added-sugar condiment Dr. Will’s, plant-based meat alternative brand This, and Buttermilk, a vegan-friendly confectionery brand.

Ashwin Prasad, Tesco’s chief product officer, said: “Now in its fourth year, our Incubator programme enables us to partner with some of the most exciting up-and-coming brands, who are at the very forefront of consumer trends including plant-based innovation and sustainability. It’s never been more important to support brands making their way in the retail sector, and I hope all of this year’s intake can develop and grow in partnership with us.”

This year’s cohort will be joined by three more from last year’s programme, as Tesco looks to continue its support for them. These are Mara Seaweed, Simply Cook, and Rascal and Friends.

Tesco launched its incubator programme in 2017 to help dozens of innovative, young UK brands find a footing in the industry, with alumni including Brewdog, FeverTree, Bol, and Deliciously Ella.

The programme is designed to provide new brands with tools for understanding the needs of customers and using customer insight in developing their brands, and advice on merchandising products more effectively.

In addition to the learning events, the brands will build strong relationships with Tesco’s product teams and have the opportunity to share experiences and best practice with other young brands on the programme.

The 2020 Incubator brands

Buttermilk: inclusivity confectionery brand which meets vegan, plant-based, dairy-free and taste needs without compromise

Dr Will’s: condiments and dressings made with all-natural ingredients

Northern Dough Co: frozen bakery dough products including breakfast and pizza doughs

Salt: award-winning craft beers

This: plant-based meat alternatives

TOTM: eco and sustainable period care

Yes To: natural skincare products including face masks and cleansers

Returning brands to this year’s intake:

Mara Seaweed: seaweed products that act as a healthy alternative to salt-based seasoning

Rascal and Friends: premium nappies at an affordable price

Simply Cook: three-step cooking kits for recipes customers want to make based on insight from their e-commerce food kit business

About the author

Murielle Gonzalez
Editor of NutritionInvestor at Investor Publishing | Website

Murielle Gonzalez is the editor of NutritionInvestor. She is an experienced journalist with 20 years in the media industry, including work at B2B magazines in the UK and Latin America. Murielle holds a Master in Journalism from the University of Westminster and flair for all things online and multimedia storytelling.

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