Co-op launches search for new brands to add to c-stores shelves

The search is underway for innovative and exciting new suppliers to join Co-op’s Incubator programme, known as The Apiary, and the opportunity to work with the convenience retailer towards a listing on its shelves.

Applications are now open for Co-op’s Incubator programme which is designed to enable early stage businesses become retail ready. Successful suppliers receive tailored mentoring, insight, advice and support on all aspects of the product journey, and also participate in a supplier community network which further facilities learning and growth.

Since the first wave of products were launched through the Apiary programme in late 2022, there are now 27 suppliers on Co-op shelves who have benefitted from its Incubator or Accelerator schemes, supplying more than 70 product lines.

Co-op’s Apiary programme looks for suppliers with a unique point of difference, who are purpose driven and, in addition to resonating with Co-op customers who would usually expect to see these products in specialist local retailers, the suppliers promote further diversity and inclusion within the convenience retailer’s range.

Rebecca Oliver-Mooney, Co-op Head of Commercial for Drinks, Frozen, Community Buying & the Apiary, said,. “It is exciting to begin the search for the fourth wave of suppliers to join our Incubator programme.

"We believe making it easier for early stage businesses to become retail ready and thrive is the right thing to do, not only to delight our members and customers in store, but helping agile new producers with the potential to disrupt and challenge the market to grow and develop to their next level.

"We know shoppers in a convenience setting look for great quality and innovation – products that make life easier, can be consumed on-the-go, or offer an element of indulgence – and we are looking for products with a real point of difference that can enthuse, excite and resonate with consumers.”

In November, Co-op added six new suppliers following their involvement on its Incubator support programme. The new suppliers were Cháps - a soft drinks brand dedicated to introducing beverages inspired by traditional African drinks to a global audience, Cheeky Nibble – snacks and cereals with vegan, top 14 allergen free, granola and flavours inspired by British desserts and drinks, ELEAT Cereal – high protein and fibre cereal which is vegan friendly and gluten-free, Family Secret - Proppadoms – a healthier snacking alternative with authentic flavours, Loro Crisps - a vegan and gluten-free plantain crisps and, Some Grub – the first pet care brand.

Last year Co-op also revealed changes to its Apiary programme to enable it to work with more smaller-scale suppliers at different stages in their brand journey.