Regenerative food and farming company Wildfarmed and HFSS-compliant frozen waffle brand Griddle have joined the latest Tesco Accelerator Programme.
They were named among a 14-strong cohort for the third edition of the scheme, which looks to boost growth of up-and-coming companies that focus on health and sustainability.
The previous cohort announced last September included non-HFSS cookie brand JNCK Bakery and microwavable snack firm Jake & Nayns’, while the first round in February 2024 had Italian food firm Crosta Mollica (which recently rebranded) and food-to-go maker The Gym Kitchen in a list of 27.
Other brands in the programme’s latest intake are Black Milk, Blue Turaco Coffee, Borough Broth, Craft & Crumb (home baking kits), Flora & Curl, Freja, Living Things Soda, Ombar Chocolate, Tallow + Ash, Grounded, Ordo, and The Wild Hare Group.
Being selected for the scheme provides companies with a comprehensive year-long mentoring, learning, and development experience, designed to deliver innovation for customers while supporting diversity within Tesco’s supply base.
“We’re really excited to announce another 14 brands will be joining the third cohort of our Tesco Accelerator Programme,” commented Rachel Hann, head of innovation and express product strategy at the retailer. “Everyone’s welcome at Tesco and we’re dedicated to supporting diversity within our supply base and reflecting the communities we serve across the UK. These new brands all offer something different and unique and build on the success from our previous two cohorts.”
“Wildfarmed will be bringing their regenerative flour and some bakery products to Tesco, and Griddle offer something new to the frozen bakery section that we think our customers will love,” added Hann. “We look forward to working with these great brands as we continue to work to serve our customers, communities, and planet a little better every day.”
Andy Thomas, head of grocery at Wildfarmed, told British Baker that the brand’s aim is to accelerate the transition to regenerative agriculture. “We always knew that if we were going to achieve this, we’d have to work with some of the biggest food businesses in the world,” he said. ”So, I cannot begin to explain the magnitude of our having the opportunity to work with Britain’s biggest grocer – Tesco.
”It’s even more momentous to be on the Accelerator Scheme alongside 13 other UK brands championing health, community, and the planet. This is a monumental landmark in our journey, and we’re thrilled to be bringing Wildfarmed products to Tesco,” Thomas added.
Wildfarmed’s regenerative flour is used in numerous different retail bakery products including the pastry of Higgidy’s refreshed premium pies, which are sold at Tesco and other supermarkets. Wildfarmed also launched its own bread range at Waitrose last year, including white, seeded, and sourdough loaves, baguettes, and white rolls. The company noted that its products set to hit Tesco shelves will be revealed in an exciting launch this summer.
Earlier this month, Griddle secured Tesco listings for two of its most popular waffle flavours: Original Wholegrain and Choc-Chip Protein. The former is made with a blend of wholegrain flours, offering a crispy, fluffy texture with no artificial ingredients, while latter offers 30g of protein per pack.
Griddle previously landed listings in Asda for its original and blueberry toaster waffle variants, which are plant-based and contain 40% less sugar than typical ambient waffles.
“Our mission is to get consumers excited to shop frozen whilst making it easier to enjoy nutritious, better for you bakery,” said Griddle co-founder Sophie McGregor. “By working with the UK’s largest retailer, we’re able to reach thousands of new customers and really showcase the freshness of shopping frozen.”
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