Asda launches incubator programme to support emerging brands

Asda has today announced it will launch an incubator programme to support emerging and entrepreneurial brands in bringing exciting products into its stores.

The ‘Nurture’ programme will give innovative suppliers easier access to shelf space and the opportunity to work with Asda in getting new products into the hands of shoppers.

The programme will see a rolling calendar of product launches that align to different ‘themes’, with the aim of surprising and delighting customers. Suppliers selected to join the programme will also have access to data to help them develop and improve their range, as well as a suite of online and end-to-end supply chain training and a dedicated team to support their growth.

The move marks a renewed focus on innovation as the big four supermarket seeks to drive a greater volume of newness into stores.

To access thousands of newly launched products and suppliers, Asda’s buying teams have partnered with leading online product discovery platform, RangeMe, to help the supermarket in its efforts to always bring new and exciting products to its customers.

Derek Lawlor, Chief Merchandising Officer at Asda, said: “Asda has a reputation for bringing exciting, trend-led products to its customers. We’re keen to speak to smaller, entrepreneurial businesses and emerging brands - who might not come from the ‘traditional’ retail supply base but can offer something different to our customers. In return we’ll be able to offer them access to our expertise and insight into what it takes to get a product to succeed on the shelves of a major retailer.”