Supermarket Treasure Troves: Discover the UK's Hottest New Food & Drink Brands in 2025
- Grounded Research
- Apr 14
- 5 min read
If you're someone who gets a thrill from discovering new products in the supermarket — a bold new snack brand, a sustainable cereal, or a stylish plant-based drink — then now is your time. UK retailers are pouring time, money, and shelf space into accelerator programmes that help small and challenger brands break through.
From pre-mixed cocktails to planet-friendly grains, here’s your definitive guide to where the UK's next big food and drink launches are coming from in 2025.
Sainsbury’s: Future Brands & Thrive
Launch Date: 2018
Sainsbury’s was the first major UK supermarket to launch a structured incubator, pioneering the Future Brands initiative in 2018. It set out to give small, disruptive brands a fast track to shelf space — and succeeded.
In 2024, the programme evolved into a Product Direction team, embedding branded innovation directly into category strategies. Their Thrive programme was also launched to support Black founder-led businesses and underrepresented talent.
What They're Aiming For
To back innovative brands aligned with Sainsbury’s Next Level strategy, which includes health, sustainability, and diversity. Rather than siloed innovation, it’s now fully integrated into buying teams.
Eligibility Criteria:
Future Brands: Open to innovative food and drink brands that align with Sainsbury's strategic priorities, such as health and sustainability.
Thrive: Specifically for Black-led UK food and drink businesses that are revenue-generating and ready to scale. Applicants must be available for a 16-week programme involving masterclasses and mentorship.
Brands You Might Know
Tony’s Chocolonely
Beavertown Brewery
The Curators
Peter’s Yard
Nick’s
Brands to Watch in 2025
Raise Snacks – protein-rich, clean-ingredient bars
Mirror Margarita – stylish bottled cocktails
How's It Going?
In 2024, Sainsbury's restructured its Future Brands programme into the Product Direction team, aiming to better integrate innovation across categories. Despite leadership changes, the retailer remains committed to supporting emerging brands, with a continued focus on health, sustainability, and diversity
Tesco Accelerator Programme
Launch Date: 2024
Tesco launched its Accelerator Programme in 2024 to boost early-stage and underrepresented brands. It aims to bring breakthrough ideas to its massive audience while mentoring founders through the complexities of major retail.
What They're Aiming For
To support brands aligned with health, sustainability, and innovation, especially those with diverse leadership. It’s a 12-month programme with listings, support, mentoring and data insights.
Eligibility Criteria:
Open to innovative brands that align with Tesco's focus on customer satisfaction, community representation, and environmental sustainability.
Preference for brands led by individuals from underrepresented backgrounds, including women, ethnic minorities, LGBTQ+ individuals, and those from diverse socio-economic backgrounds.
Brands You Might Know
Bold Bean Co.
Better Nature Tempeh
JNCK Bakery
Jake & Nayns’
The Gut Stuff
Brands to Watch in 2025
Wildfarmed – regenerative grain pioneers
Griddle – plant-based waffles
Craft & Crumb – at-home baking kits
Ombar – raw, organic chocolate
Living Things Soda – low-sugar, gut-loving fizz
How's It Going?
Tesco's Accelerator Programme continues to gain momentum, with the latest cohort of 14 brands announced in March 2025. The programme has been praised for its comprehensive support, including mentoring and development opportunities, and its commitment to diversity and sustainability.
Co-op: The Apiary
Launch Date: 2022
Launched in 2022, The Apiary is Co-op’s incubator for purpose-led brands with a strong ethical edge. It now includes an accelerator track for more established businesses.
What They're Aiming For
To support diverse and mission-led start-ups with mentoring, insights, retail-readiness and clear routes to shelf. Ideal for brands with sustainability, inclusion, or community impact at their core.
Eligibility Criteria:
Open to early-stage, purpose-led food and drink brands with a unique point of difference.
Focus on brands that bring more diversity and inclusion to the market.
Brands You Might Know
Cheeky Nibble – cereal snacks
ELEAT Cereal – protein-packed breakfasts
Some Grub – sustainable convenience food
Cháps Soft Drinks – Caribbean-inspired sodas
Loro Crisps – plantain snacks from Latin America
Brands to Watch in 2025
New cohort announcements are expected soon — the focus remains on bold, inclusive innovation.
How's It Going?
Co-op's The Apiary has successfully supported numerous purpose-led brands, with over 70 products now on shelves. The programme's expansion to include an accelerator track in 2024 demonstrates its commitment to nurturing brands at various stages of their journey.
Waitrose BrandsNew
Launch Date: 2024
Waitrose entered the accelerator space in 2024 with BrandsNew, a £2 million initiative focused on premium, trend-led brands with exclusivity potential.
What They're Aiming For
To help quality-led brands grow through expert support, confirmed listings, and standout marketing, from in-store tastings to the Waitrose Food & Drink Festival.
Eligibility Criteria:
Open to trend-led FMCG brands with exclusivity potential
Must align with Waitrose’s focus on quality, culinary innovation, and premium positioning
Preference for brands that demonstrate sustainability, nutrition, or strong founder stories
Brands You Might Know
Wildfarmed – regenerative flour
Ottolenghi – chef-created sauces and snacks
ZOE Daily 30+ – gut-health boosters
Brands to Watch in 2025
Waitrose continues to back chef-led, sustainable and health-forward brands, with several new listings expected this spring and summer.
How’s It Going?
BrandsNew is still in its early stages, but has already earned praise for giving premium challenger brands visibility in-store and online. Its standout strength lies in combining retail support with experiential marketing, including placements at the Waitrose Food & Drink Festival, in-store demos, and campaign coverage.
Ocado Roots
Launch Date: 2024
Ocado Roots launched in 2024 with the goal of onboarding 100 small brands, especially those who hadn’t yet cracked a major listing.
What They're Aiming For
To give agile, ambitious brands fast-track access to Ocado’s infrastructure: accelerated onboarding, insights tools, early payments, and mentorship from previous success stories.
Eligibility Criteria:
Must not already be listed with a major UK supermarket
Should demonstrate strong differentiation, branding, or sustainability
Open to both early-stage and scaling brands across grocery, drinks, and household.
Brands You Might Know
Bold Bean Co.
Here We Flo – sustainable hygiene products
Living Things – gut-friendly drinks
Brands to Watch in 2025
The next wave of Roots brands is set to launch throughout the year, and Ocado continues to prioritise sustainability, health, and innovation.
How’s It Going?
Ocado has built a reputation as a tech-forward incubator, offering fast onboarding, transparent expectations, and helpful commercial data. Founders appreciate the flexibility and insights, and the scheme has so far delivered solid success in getting challenger brands visibility with Ocado’s digitally native audience.
Iceland: Brands on Ice
Launch Date: 2024
Iceland’s Brands on Ice is a standout accelerator offering real investment and support for frozen and exclusive innovation. It includes quarterly pitch days, with brands chosen for retail-readiness and originality.
What They're Aiming For
To invest in overlooked and international innovation, giving small or global brands the chance to launch exclusively in Iceland and The Food Warehouse, with at least £100,000 investment per brand.
Eligibility Criteria:
Open to both UK-based and international brands
Products must have exclusive appeal or demonstrate innovation in frozen/convenience categories
Suitable for both challenger and more established suppliers
Brands You Might Know
Arla – protein yoghurts
McCain – exclusive frozen formats
Abbeydale Food Group – global meals
Mantinga – premium bakery products from Europe
Brands to Watch in 2025
With more pitch days happening this year, Iceland is scouting for bold global flavours, sustainable packaging, and quick-win formats for busy shoppers.
How’s It Going?
Still in its first full year, Brands on Ice has made a bold impression by backing exclusives and launching fast. Iceland’s flexible and founder-friendly approach — plus its investment pot — has made it an attractive proposition for brands that want to trial new ideas with high street visibility.
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