Co-op has opened an incubator programme to search for the next big food and drink brands.
It’s the fifth iteration The Apiary, which supports “innovative and exciting” suppliers and smaller-scale businesses to work towards getting a listing on its shelves.
“We’re working to help agile new producers with the potential to disrupt and challenge the market to grow and develop to their next level, and so it’s incredibly exciting to begin the search for the next wave of suppliers to join our Incubator programme,” explained Katie Schofield, Co-op Buying Manager for the Apiary.
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“We are focussed on making it easier for early stage businesses to become retail ready and thrive. Shoppers in convenience stores are open to discovering new products – looking for quality, value and innovation with products that can be consumed on-the-go or offer an element of healthy indulgence. We are looking for exciting and emerging new products from purpose-led suppliers with a real point of difference that can enthuse, excite and resonate with our customers.”
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Since its launch, 34 companies on the Aviary programme have seen their products on shelves, with 86 new product lines being brought to market.
The most recent is H.M.Pasties which landed its first-ever supermarket contract as it launched into almost 80 Co-op stores across Greater Manchester. The bakery was set up to break the cycle of reoffending by providing jobs and training to people leaving prison.
Successful applicants receive support to “elevate and strengthen” their brand and business through mentoring and masterclasses.
In 2026, the programme is focusing on products including healthier savoury snacks; energy and high-protein snacks and, HFSS-compliant chocolate alternatives; fruit-based snacks; healthy sweet treats; functional drinks and confectionery; instant and ambient meal pots and pouches and, flavour-led impulse snacks with emerging global-inspired flavours.
Applications close on Sunday, 22 February, 2026.
