New Opportunities For Food And Drink Producers

Posted on 17th June 2013

It was announced earlier this month that new food and drink producers have a window of opportunity to pitch their innovative products to food giant Sainsbury’s through the PitchUp with Sainsbury’s initiative, part of StartUp Britain.

The initiative, which is open until midnight on 7 July, will enable the growing number of small British food and drink companies a direct route to retailers and will continue the supermarket’s commitment to offering products from small suppliers on its shelves.

The competition is part of a wider initiative by StartUp Britain to help start-ups find routes to market. The campaign’s retail arm PopUp Britain has already helped start-ups and micro business find a co-working space via empty shops.

Food and drink producers who wish to apply must fill in an online form saying why their product should be on supermarket shelves and should be able to demonstrate its innovation and scalable potential.

Producers with the most promising ideas will then be invited to pitch their products to representatives from Sainsbury’s and StartUp Britain in August at Sainsbury’s London HQ.

As StartUp Britain co-founder, Emma Jones, said, getting their products on supermarket shelves is a really important step in helping smaller producers to achieve sustainable growth.

She added that the competition gives start-ups a real chance to find out how they can take their brand to the next level and is essential for allowing retailers to harness the creativity of the next generation of food entrepreneurs.

Sainsbury’s is delighted to be part of the initiative, a spokesperson said, as British food and drink is very important to its customers and the supermarket hopes it will help it to achieve its 2020 target of doubling the amount of British food and drink it sells.

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