5 retailer incubator schemes you should know about 🚀
I’ve always loved the Future Brands display at Sainsbury’s.
It felt like a treasure trove of new finds. I discovered some of my favourite brands there - Tony’s Chocolonely, Sauce Shop, Dash.
It was a go-to spot for innovation, and I know I wasn’t the only one who made a beeline for it.
So the news that Sainsbury’s is reshaping how it supports emerging brands definitely caught my attention.
Sainsbury’s long-standing Future Brands incubator is being folded into a new Product Direction team as part of the retailer’s Next Level strategy.
This change has sparked concern across the industry, but Sainsbury’s insists it’s a move to better embed innovation across categories, not step away from it.
Branded innovation will now sit alongside own-label development to ensure both are treated as core parts of the retailer’s future range.
There will still be dedicated support for small brands, but buyers will take a more active role in championing innovation that meets strategic goals like health, sustainability and diversity.
Sainsbury’s will still back new brands, but there’s likely to be more rigour, more alignment with category strategy, and more focus on the brands that add real value.
Sainsbury’s aren’t the only retailer supporting small brands.
Whether you’re part of a small brand looking to get your first listing, or a larger player keeping an eye on the competition, here are the other incubator schemes you need to know about.
1. Tesco Accelerator Programme
A 12-month scheme helping innovative brands grow through mentoring, listings and access to retail expertise.
Since launching in 2024, it has supported 43 brands, 35% of which are female-founded or co-founded.
Tesco’s Accelerator team actively champions under-represented founders and products that reflect its diverse customer base. Recent brands include Bold Bean Co, Here We Flo and Living Things.
2. Co-op’s The Apiary
Designed to help early-stage brands become retail ready, Co-op’s incubator offers tailored mentoring, insight and support.
Since its launch in 2022, the scheme has helped 27 suppliers get listed, with over 70 products now on shelves. The programme focuses on purpose-led brands with a unique point of difference, particularly those that bring more diversity and inclusion.
In 2024, Co-op expanded the initiative to include an accelerator track, enabling more support at different stages of a brand’s journey. Recent additions include Cheeky Nibble, ELEAT Cereal and Some Grub.
3. Waitrose BrandsNew
A branded innovation programme launched in 2024 with over £2 million invested in its first year. It’s designed to support exciting, trend-led brands with exclusive potential.
Participating brands benefit from access to Waitrose’s Branded Innovation team and expert buyers, confirmed space in store and online, and tailored marketing support.
Experiential activity is also part of the package, including in-store tastings, online sampling and appearances at events like the Waitrose Food and Drinks Festival.
4. Ocado Roots
Launched in 2024, Ocado Roots is designed to give 100 small brands the best support in the industry. It’s open to new suppliers who are not yet listed with a major supermarket.
Brands in the programme receive tailored onboarding, faster payment terms, clear expectations and milestones, and free access to Ocado’s insights tool, Beet.
The programme also creates a challenger brand community, with mentoring from successful brands that came before.
5. Iceland’s Brands on Ice
Another scheme launched in 2024, this accelerator scheme invites both challenger and established brands to pitch exclusive product ideas to Iceland’s buyers.
Successful brands receive at least £100,000 in investment along with bespoke support across manufacturing, branding and activation. Selected products will be stocked exclusively in Iceland or Food Warehouse stores, with the launch tailored to each brand’s capabilities.
Quarterly pitch days are now underway, with a fast decision-making process and the potential for nationwide rollout. Iceland is especially interested in innovation that may have been overlooked elsewhere, including opportunities for international brands entering the UK market.
With rapid grocery delivery set to grow 29.6% by 2029, quick commerce is no longer a niche. It is becoming a core part of convenience retail.
Retailers and wholesalers are investing in this space, and brands that act now will be in the strongest position to grow.
To dive deeper into how quick commerce fits into retailer strategies and what it means for your brand, explore our Retailer Insight Report for UK Grocery.
Reach out if we can help with anything else.
All the best,
Ella & the May Insight Team
April 2025