Dr. Will’s, This, and Buttermilk enter Tesco incubator programme
The UK supermarket has announced seven new brands to receive mentorship through its incubator programme
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