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Sainsbury’s seeks challenger brands for Future Brands programme
Sainsbury’s has opened applications for the latest round of its Future Brands programme, which helps emerging food and drink brands bring distinctive products to a wider retail audience.
For the first time, the retailer is running two category-specific recruitment campaigns: Mindful Drinking and Feel Good Convenience. Sainsbury’s says the categories reflect long-term changes in how customers eat, drink and shop, and offer opportunities for challenger brands to introduce new ideas.
The Mindful Drinking brief seeks drinks suited to a wider range of occasions, including options for customers moderating their alcohol intake or looking for functional benefits.
Feel Good Convenience focuses on ready-to-eat meals that fit busy lives while delivering on taste, quality and a fresh, balanced feel. Sainsbury’s is looking for products with the potential to bring something new to the ready meal category.
James Campbell, Director of Product & Innovation at Sainsbury’s, said: “Future Brands is about finding brilliant challenger brands with the potential to bring something genuinely new and innovative to our customers. By focusing this round of recruitment on Mindful Drinking and Feel Good Convenience, we’re targeting two areas where we know customers are looking for more choice, better solutions and products that fit the way they live today. We’re proud to work with the next generation of food and drink innovators and help them scale with Sainsbury’s.”
Brands selected for the 12-month programme receive practical support, guidance and access to the Future Brands community to help them develop a sustainable retail partnership with Sainsbury’s.
Applications are open through RangeMe until Sunday 11 October 2026. Shortlisted brands will be invited to pitch to buyers before final listing decisions are made.
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