Sainsbury's is recruiting for Future Brands, its scheme for challenger brands that want to get into its stores, with applications closing on 11 October. For the first time, this round runs on two category briefs: Mindful Drinking and Feel Good Convenience.
Mindful Drinking covers low- and no-alcohol drinks and those with a functional benefit. Feel Good Convenience is for healthier ready-to-eat meals that Sainsbury's says can 'disrupt' its ready meal category.
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Sainsbury's has already been listing challengers in drinks and convenience food. Quarter Proof's 15% ABV London Dry spirit went into 111 Sainsbury's stores in May, and Tuk In Foods has brought its frozen curry-filled naans to the supermarket's freezers.
Those shortlisted pitch to Sainsbury's buyers before any listing is agreed, and the brands taken on get 12 months of support from the retailer.
Applications here:
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