Introducing our Incubator programme

Our customers’ shopping habits are constantly evolving. We know they want to find innovative products that suit their diet and lifestyle choices, and are great quality. At Tesco, we know that we can only achieve this by working in partnership with our suppliers – and in particular, by helping young, innovative brands grow and reach their potential.

That’s why we launched our Incubator programme. The programme has been designed to accelerate the growth of a select group of small entrepreneurial brands already showing signs of success, with the potential to offer something really special for our customers.

We select our Incubator partners carefully, based on how they’re responding to specific customer trends and helping to attract customers to Tesco. In return, we support them with a comprehensive year-long programme that involves a number of workshops run by our Product team, tips on optimising Tesco customer insight, and advice on merchandising products more effectively in Tesco stores. What’s more, we also provide one-to-one support from our partnership team with the aim of building success together.

Alumni and 2018 cohort

Our 2017 intake included brands like Lily’s Kitchen, Propercorn and Sipsmith Gin. Of course, one of the biggest success stories has been the craft beer producer BrewDog. Founded by two school friends, the brewery has gone from strength to strength and now employs 100 people. Being on the programme last year helped them grow their relationship with Tesco further, and we will be inviting them, alongside other alumni Incubators, to return as part of the 2018 programme – telling their story and passing on advice to the current crop of brands.

We’ve just welcomed an incredible bunch of suppliers on board for 2018, across Fresh and Packaged categories, including Deliciously Ella, Camden Town Brewery and plant-based range Oumph! We’re really looking forward to seeing how the programme develops and the exciting new products we’ll be able to offer our customers together.

Working with suppliers

Incubator builds on the work we’ve done in recent years to improve the way we work with our suppliers, and is part of a wider invitation to our suppliers to innovate with us. We encourage all of our partners to use their expertise and help us develop unique products for our customers. By working even more closely together, we can continue to provide our customers with a fantastic range of products, and give them even more reasons to shop at Tesco.


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