Tesco is inviting applications to form the sixth cohort of its Accelerator Programme.
The 12‑month development initiative is designed to foster innovation and champion diversity, helping new and early‑stage brands thrive within a large retail environment while strengthening the retailer’s offer to customers.
Among the more than 70 brands that have participated in the programme since it first launched in February 2024 are several bakery specialists including Wildfarmed, Griddle, JNCK Bakery, Jake & Nayns, Crosta Mollica, and The Gym Kitchen.
For its latest cohort, Tesco said it was looking for brands that demonstrate strengths in one or more of its three priority areas:
- Customer‑Centric Innovation – authentic products with a clear point of difference that tap into emerging customer needs and trends, such as world flavours, “better‑for‑you” snacking, or high‑quality convenience solutions
- Community & Diversity – brands founded or led by individuals from under‑represented groups, including female‑founded and diverse‑owned businesses that reflect the communities the retailer serves
- Planet‑First Sustainability – brands with a genuine commitment to reducing environmental impact across the supply chain, supporting biodiversity, or promoting healthier and more sustainable ways of living.
Benefits of the programme include a curated calendar of learning events, strategic insight sessions, capability‑building workshops, and retail expertise, alongside dedicated support and mentoring from the Accelerator team.
In addition, reduced rates will be offered for Tesco Retail Media and the Tesco Insights Platform, whilst competitive payment terms are designed to support growing brands.
Applications can be made online here until 8pm on Sunday 8 March. Tesco will review all entries and confirm whether they are progressing to the next stage by 16 March, with a final decision communicated by 27 April.
Whole Foods open to pitches
Meanwhile, Whole Foods Market has just kicked off a month-long campaign to shine a spotlight on female entrepreneurs in the UK. Renewing its partnership with consumer movement Buy Women Built, the retailer is showcasing and selling products from brands including gluten-free specialists Good Grain Bakery, Doughlicious, and The Gluten Free Bakery at all six of its stores across London.
Whole Foods Market has also announced it will be offering up to 50 dedicated slots for its Q2 2026 Pitch Day, which opened for applications today (27 February) with adeadline of 27 March. Priority is being given to brands that are locally sourced (England-based), cater to special diets, align with emerging 2026 consumer trends, are certified organic, or champion regenerative agriculture.
Due to upcoming range reviews and seasonal focus areas at World Foods Market, it said it is looking for brands that operate in crackers, immunity & superfoods, summer entertaining, USA-themed products, and sports-focussed products among other categories. Full application details and submission criteria can be found here.
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