UK grocer Sainsbury’s hopes to nurture up-and-coming FMCG suppliers with a dedicated in-store area for food and beverage startup brands. The initiative is part of its Future Brands scheme, instigated to identify potential disruptor brands before rivals and use these as a differentiator versus the competition. Future Brands works alongside the suppliers to evolve their go-to-market strategy in return for exclusivity.

The ‘Taste the Future’ displays will feature new products on a rotating 12-week basis and successful products can expect to be retained. Snack and healthy items feature heavily among the successful brands making it on to the shelves. Such initiatives are becoming increasingly common, with the likes of Edeka working with insurgent brands at its food tech startup campus in Berlin.

Source: The Grocer