Plant-based brands among Tesco’s new Incubator cohort

Plant-based products and sustainability feature prominently in Tesco’s new cohort of Incubator brands announced today. The seven new brands to benefit from a full year of support and expertise from Tesco’s product team include exciting new plant-based meat alternative brand THIS™, condiment specialists Dr Will’s, and vegan-friendly confectionery brand, Buttermilk.

The three brands are joined by ethical fem-care brand TOTM, frozen bakery dough brand, the Northern Dough Co, craft beer brand, Salt, and natural skincare brand, Yes To. The seven new brands will be joined by three more from last year’s programme, as Tesco looks to continue its support for them. These are Mara Seaweed, Simply Cook, and Rascal and Friends.

Since its launch in 2017, Tesco’s Incubator programme has helped dozens of innovative, young UK brands find a footing in the industry, with alumni including Brewdog, Fever Tree, Bol, and Deliciously Ella.

This year’s cohort will continue to benefit from the comprehensive year-long programme that involves learning events run by Tesco’s Product Team; help in understanding the needs of customers and using customer insight in developing their brands; and advice on merchandising products more effectively. In addition to the learning events, the brands will build strong relationships with Tesco’s Product teams and have the opportunity to share experiences and best practice with other young brands on the programme.

Ashwin Prasad, Tesco’s Chief Product Officer said:  

“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.”

The 2020 Incubator brands in full:

Buttermilk: inclusivity confectionery brand which meets vegan, plant-based, dairy free and taste needs without compromise

Dr Will’s: Condiments and dressings made with all-natural ingredients

Northern Dough Co: Frozen bakery dough products including breakfast and pizza doughs

Salt: Award-winning craft beers

THIS™: Hyper-realistic plant-based meat alternatives

TOTM: Eco and sustainable period care

Yes To: Natural skincare products including face masks and cleansers

Returning brands to this year’s intake:

Mara Seaweed: seaweed products which act as a healthy alternative to salt-based seasoning

Rascal and Friends: offering premium nappies at an affordable price
Simply Cook: three-step cooking kits for recipes customers want to make based on insight from their e-commerce food kit business


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