Backing challenger brands to bring more joyful, accessible and innovative food and drink to customers

We're committed to helping small, innovative brands grow with Sainsbury's, bringing customers more distinctive products that respond to the way they are eating, drinking and shopping today.

Applications are now open for new additions to Sainsbury's Future Brands programme, which identifies and supports high-potential challenger brands with brilliant products and the ambition to scale into retail.

This year, for the first time, we're running two category-specific Future Brands recruitment campaigns focused on Mindful Drinking and Feel Good Convenience. Both have been chosen because they reflect long-term customer trends where challenger brands can play an important role in bringing fresh thinking, exciting innovation and broader choice to fast-evolving categories.

James Campbell, Director of Product & Innovation, 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 [MM2.1]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."

Helping customers discover something new

Future Brands is designed to give customers access to new, differentiated products they cannot find everywhere else. It strengthens Sainsbury's position as a retailer that innovates to lead, complementing our own-label and big-brand ranges with something truly distinctive, category-leading and exciting.

Mindful Drinking

We're seeing customers look for more choice in drinks that fit a wider range of occasions, whether they are moderating alcohol, looking for added functional benefits or simply want something exciting and delicious.

Feel Good Convenience

We're looking for ready-to-eat meal solutions that can disrupt the ready meal category. Customers are looking for convenient options that fit busy lives, while still feeling healthy, fresh, balanced and good-for-you. This is an opportunity for brands to bring products that make everyday eating easier without compromising on taste, quality or excitement.

Supporting brands to scale sustainably

Over 12 months, brands selected for the Future Brands programme receive practical support, guidance and access to the Future Brands community, helping them build a sustainable retail partnership with Sainsbury's. By backing challenger brands with strong ideas and real potential, we can help bring more joyful, accessible and innovative food and drink to customers.

Brands can apply to the category-specific briefs via RangeMe by Sunday 11^th October. Shortlisted brands will then be invited to pitch to buyers before final listing decisions are made.

Applications here:

• Feel Good Convenience
• Mindful Drinking