How Challenger FMCG Brands Can Secure Major Supermarket Exposure

Breaking into the major supermarket scene is a key milestone for challenger FMCG brands. Beyond offering shelf space, many large UK retailers now run accelerator programs and investment initiatives specifically designed to help smaller brands grow. These programs provide crucial support, from funding and mentorship to guaranteed listings.

This guide explores the top initiatives offered by major UK supermarkets, focusing on programs tailored for challenger FMCG brands. We’ll also highlight how tools like Dream can help you navigate the process, from prospecting to outreach, at scale.

Programs Designed for Challenger FMCG Brands

Here’s an overview of the top UK supermarket programs aimed at helping challenger brands gain exposure and grow their footprint.

1. Booths – Booths Accelerator

• What It Offers:
  Booths’ Accelerator program is designed to help challenger FMCG brands get their products on shelves. The initiative provides mentorship, funding opportunities, and a streamlined process for securing listings.
• Why It’s Great for Challenger Brands:
  Focuses on emerging brands with unique product offerings that align with Booths’ reputation for quality.

2. Iceland Foods – Brands on Ice

• What It Offers:
  Iceland will invest a minimum of £100,000 in helping brands develop exclusive products for its stores
• Why It’s Great for Challenger Brands:
  A fantastic way to test your products in a large-format store with significant foot traffic.

3. Tesco – Accelerator Programme

• Overview: Tesco’s Accelerator Programme is designed to support up-and-coming brands by providing a year-long mentoring, learning, and development experience focused on growth. The initiative aims to introduce small and trend-led brands into Tesco’s ecosystem, offering opportunities for in-store and online listings.
• Benefits:
  • Comprehensive mentoring and development support.
  • Potential for product listings in Tesco stores and online platforms.
  • Focus on brands committed to reducing environmental impact and supporting healthier living.

4. Sainsbury’s – Future Brands Programme

• Overview: Sainsbury’s Future Brands Programme is dedicated to discovering and nurturing innovative brands that offer unique products aligning with current consumer trends. The program provides a platform for emerging brands to gain visibility and grow within Sainsbury’s retail environment.
• Benefits:
  • Access to Sainsbury’s extensive customer base.
  • Support in brand development and scaling operations.
  • Opportunities for in-store promotions and marketing support.

5. Ocado – Ocado Roots

• Overview: Ocado’s initiative focuses on discovering and supporting innovative brands that offer unique products aligning with current consumer trends. The program provides a platform for emerging brands to gain visibility and grow within Ocado’s online retail environment.
• Benefits:
  • Access to Ocado’s extensive online customer base.
  • Support in brand development and scaling operations.
  • Opportunities for online promotions and marketing support.

6. Waitrose – BrandsNew

• Overview: Waitrose has launched ‘BrandsNew,’ a new branded innovation programme aimed at identifying and supporting exciting new FMCG brands. This initiative continues Waitrose’s long-standing tradition of nurturing emerging brands, such as Innocent and Deliciously Ella, into household names.
• Benefits:
  • Financial investment opportunities.
  • Expert advice to maximize brand growth.
  • Potential for product listings in Waitrose stores and online platforms.

7. Co-op – The Apiary

The Co-op has announced enhancements to its successful Apiary programme, designed to support smaller-scale suppliers and foster brand diversity. This initiative now includes a new Accelerator programme, which will complement the existing Incubator programme.

Key Details of the Programmes

1. Apiary Incubator Programme:
   • Focused on nurturing emerging brands to get their products on Co-op shelves.
   • Supports brands at early stages of their journey.
2. New Accelerator Programme:
   • Open to both new and existing suppliers.
   • Aims to promote range diversity and inclusivity, focusing on purpose-led and innovative brands.
   • The inaugural wave includes 10 suppliers.
3. Support Offered:
   • Mentorship and Learning:
     • Access to masterclasses and networking with mentors.
     • Guidance from Category Buyers to refine brand strategy.
   • Gift to Give Programme:
     • Larger suppliers collaborate with smaller-scale brands to provide additional support.

Why These Programs Matter for Challenger Brands

1. Mentorship:
   Access to industry experts who can guide your brand on scaling and product positioning.
2. Guaranteed Listings:
   Many programs guarantee shelf space, a critical step for exposure and growth.
3. Funding Opportunities:
   Some initiatives also provide direct financial support or connections to investors.

How Dream Can Help Challenger Brands Target Retail Buyers Everywhere

The FMCG retail landscape isn’t limited to the major supermarket chains. Smaller retailers, regional chains, and niche stores often provide challenger brands with faster entry points and meaningful opportunities to grow. At the same time, breaking into major supermarkets requires precision targeting to identify the right buyers within vast, complex organizations. Dream makes it possible to do both.

Targeting Smaller Retailers at Scale

• Efficient Prospecting: Dream enables you to identify and categorize thousands of small and regional retailers based on location, product focus, and customer demographic.
• Personalized Outreach: Create tailored messages for boutique stores, local grocers, and regional distributors, showing how your product aligns with their customer base.
• Localized Messaging: Dream supports outreach in multiple languages, making it ideal for expanding into international markets or connecting with culturally specific audiences.

Reaching the Right Buyers in Major Supermarkets

• Buyer Identification: Major supermarket chains have complex buying teams, often divided by region, category, or product type. Dream helps pinpoint the exact buyers responsible for your category, whether it’s the account manager for “ambient snacks” or the regional buyer for “beverages in the North.”
• Hyper-Targeted Campaigns: Dream allows you to segment your outreach based on the retailer’s focus—ensuring your pitch resonates with their current goals, whether that’s sustainability, innovation, or affordability.
• Scalable Follow-Ups: Dream automates follow-up sequences, increasing your chances of securing a response without manual effort.

Saving Time and Resources

• Instead of spending countless hours manually researching buyers or sending generic outreach, Dream’s AI-driven platform streamlines the process.
• Scale your outreach while maintaining personalization, ensuring your brand stands out in both small retailers and major chains.

With Dream, challenger brands can navigate the entire retail ecosystem—from small independents to the biggest supermarket groups—effectively and efficiently. It’s your ultimate tool for securing shelf space wherever your products belong.