Plant-based brands feature heavily in Tesco cohort

By James Ridler contact

- Last updated on GMT

Tesco lends its support to seven new brands in its yearly incubator programme
Tesco lends its support to seven new brands in its yearly incubator programme

Related tags: Npd

Plant-based confectionery, condiments, dough, beer, chicken and bacon products feature heavily in a new cohort of incubator brands Tesco has just announced.

Chicken and bacon alternatives brand THIS and vegan friendly confectionery manufacturer Buttermilk were among the seven new products to receive support from Tesco.

The retailer recently announced plans to increase sales of plant-based meat alternatives by 300%​ by 2025, improving visibility in its stores and working with suppliers on innovative new products. Results are planned to be published each year, based on sales of plant-based proteins as a percentage of overall protein sales.

Frozen dough and condiments

THIS and Buttermilk are joined this year by condiments firm Dr Will’s, craft brewer Salt and frozen dough products manufacturer the Northern Dough Co.

The new brands will benefit from a full year of support from the Tesco product team, including learning events to help better understand consumer needs, insight into developing their brands and advice on merchandising products more effectively.

Healthy seasoning brand Mara Seaweed will also return to this year’s intake, after making it onto Tesco’s 2019 cohort.

Incubator’s fourth year

Tesco’s chief product officer Ashwin Prasad 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.”

Meanwhile, THIS is to launch two of its products into 544 Sainsbury’s stores this week​ in a year which saw the brand made available in more than 3,000 stores and restaurants nationwide.

Related topics: NPD, Bakery, Chilled foods, Veganism

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