The new programme was launched to support British food and drink entrepreneurs to help the country bounce back from the COVID-19 pandemic.
Morrisons offered British entrepreneurs a fast-tracked route to a national market through the programme, which gives emerging British businesses the potential to sell products in its stores and listings in other parts of the business including Morrisons.com and wholesale channels such as Amazon.
To support successful applicants, Morrisons assembled a team of in-house experts to help with advice and support covering every aspect of retailing, from production to packaging and marketing and logistics.
Winny’s Kitchen, the Birmingham-based business, is the latest brand to launch with the grocer. Its Jerk Sauce is now available in Morrisons condiment aisle.
Darren Smith, senior sourcing manager at Morrisons, said: “We’re a huge supporter of British food making but we know that getting an idea to market can be a complicated process and some companies need some help to get there. Through our Growing British Brands programme we have been able to spot exciting brands like Winny’s Kitchen and its delicious Jerk Sauce. We’re really excited to see it now launch in our stores and we look forward to continuing to support Shaun and the team over the coming months.”
Shaun Sookoo, Winny’s Kitchen chief executive, said: “From starting our food brand which was inspired by my mum’s cooking to bringing it to the shelves at Morrisons stores around the UK, the journey has been an exciting one and we’re grateful for the Growing British Brands programme, which has given us a unique opportunity. Morrisons has helped us with expert advice to get our brand ready for national expansion meaning Winny’s Jerk Sauce is available at Morrisons stores around the UK.”
Entrepreneurs with products ranging from food and drink to beauty and homewares can apply to the Growing British Brands programme via Morrisons' corporate website.