Sainsbury's Future Brands FAQ - 2026

What is the Future Brands programme?

Future Brands is Sainsbury's programme designed to identify and support innovative, high-potential challenger brands that are ready to take the next step in their growth journey.

Over a period of 12 months, selected brands gain access to additional support, guidance, and a community of like-minded founders, helping them build a sustainable retail partnership with Sainsbury's and scale their business nationally.

The programme provides valuable access to Sainsbury's expertise and a range of exclusive benefits designed to accelerate growth and help shape the next generation of grocery brands. Benefits include preferential payment terms, in-store POS, discounted Nectar360 rates, access to insight and data, a Sainsbury’s mentor and more.

How do I apply?

Applications must be submitted through RangeMe during the campaign application window.

Brands should ensure their RangeMe profile is complete and that all relevant products are linked to their campaign submission.   

What happens after I apply?

Applications will be reviewed through a multi-stage process:

1. Application submission via RangeMe
2. Initial screening by the Future Brands team
3. Buyer review and shortlisting
4. Brand pitching
5. Final listing and Future Brands invite decision

Only brands that meet the core campaign and Future Brand criteria will progress to buyer review.

Brands on the programme are subject to business-as-usual performance reviews with buyers, and the listing decision sits separately from the Future Brands agreement.

What are the minimum requirements to apply?

Brands must be:

• Actively trading in the UK
• Have products that are commercially and operationally ready for retail
• Meet relevant food safety, legal and technical requirements
• Have a dedicated founder and/or leadership team
• Demonstrate the ability to support growth within a major retailer

Are there any brands that are not eligible?

Yes. This campaign is intended for founder-led, emerging and challenger brands. Small/new brands owned by established FMCG businesses will not be eligible.

Do I need to be listed elsewhere already?

Ideally, brands will have demonstrated commercial traction. This could include trading through direct-to-consumer channels, online retailers, premium retailers, premium independents, hospitality channels or other credible routes to market.  

Do I need to be exclusive to Sainsbury's to join the Future Brands programme?

Brands accepted onto the Future Brands programme will be required to sign a 12-month brand exclusivity agreement where they cannot be listed in Tesco, Asda, Morrisons, Aldi or Lidl.

What additional factors might strengthen my application?

• Strong sustainability credentials
• Responsible sourcing practices
• Reduced packaging or plastic usage
• Clear wellness or health missions
• Positive social impact
• Support for modern health trends and customer needs

These factors may be considered alongside the core campaign criteria.

How many brands will be selected?

The number of shortlisted brands, pitching opportunities and final listings will depend on category requirements.

Selection volumes may vary from campaign to campaign.  

Does applying guarantee a meeting with a buyer?

No. All applications will first be reviewed by the Future Brands team. Only a portion of the most relevant and compelling applications will progress to shortlist and pitching stages.

If I'm listed, will I automatically join Future Brands?

Brands selected through the campaign may be considered for the Future Brands programme, but participation and support arrangements will be confirmed as part of the listing process.

Can I apply if I've previously applied to Future Brands?

Yes. We welcome applications from brands that have applied previously, provided they continue to meet the campaign criteria and can demonstrate how their proposition has developed.

Can I apply to multiple Future Brands campaigns?

Yes, provided your products genuinely meet the requirements of each campaign and application.

How will I know if I've been successful?

Brands will be contacted directly through RangeMe regarding the outcome of their application and whether they have progressed to the next stage of the process.

Who should I contact if I have questions?

For questions regarding the Future Brands programme or a specific campaign, please contact the Future Brands team at future.brands@sainsburys.co.uk.