Seven new plant-based brands feature in Tesco’s 2020 incubator cohort

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Mohsina Dodhiya16th October 202016th October 2020Food, News

“Our Incubator programme enables us to partner with some of the most exciting up-and-coming brands, who are at the very forefront of consumer trends including plant-based innovation and sustainability.”

This year, seven new plant-based brands are going to participate in Tesco’s 2020 incubator programme.

The selected brands exemplify Tesco’s commitment towards promoting plant-based products and sustainability. The retailer has committed to boosting vegan sales by 300% by 2025.

The brands in Tesco’s new cohort include plant-based meat alternative brand THIS™, condiment specialists Dr Will’s, and vegan-friendly confectionery brand, Buttermilk.

Joining them are ethical fem-care brand, TOTM, frozen bakery dough brand, the Northern Dough Co, craft beer brand, Salt, and natural skincare brand, Yes To.

Tesco added that three brands from last year’s programme: Mara Seaweed, Simply Cook, and Rascal and Friends, will continue to be a part of the cohort.

Seven plant-based brands feature in Tesco’s 2020 incubator cohort — Image: Tesco

Find a footing

The UK’s largest grocer launched the incubator programme in 2017 to help upcoming, innovative, and young UK brands find a footing in the industry.

This year’s cohort will be mentored by Tesco’s product team for a full year on lessons that involve understanding the needs of customers and using that insight to better their brands.They will also receive advice on how to effectively merchandise their products.

The brands also build strong bonds with Tesco and get the opportunity to share experiences and best practice with other young brands on the programme.

‘Never been more important’

“Now in its fourth year, our Incubator programme enables us to partner with some of the most exciting up-and-coming brands, who are at the very forefront of consumer trends including plant-based innovation and sustainability. It’s never been more important to support brands making their way in the retail sector and I hope all of this year’s intake can develop and grow in partnership with us,” Ashwin Prasad, Tesco’s Chief Product Officer, said.