Sainsbury's launches new route to market

SUPPLIERS CAN now enter products to Sainsbury's 'Supply Something New' scheme via a new dedicated website - www.supplysomethingnew.co.uk. The recently launched site promises to make the application process quick and accessible, said the retailer.

Developed in partnership with market development consultancy Food from Britain (FFB), the site has already resulted in three regional suppliers' products being listed. This equates to a 'yes' result for nearly half of the seven producers taking part.

Manufacturers who feel they can offer a point of difference are encouraged to log onto the site or get in touch with their Regional Food Group. With meetings taking place every other month, producers will be asked to present their wares and will have an opportunity to receive feedback from the group almost immediately.

Kirsty Grieve, regional food and drink manager at Food from Britain, said: "We are very supportive of this initiative as it benefits all parties. Suppliers will either gain a listing or walk away with the knowledge of how to make their products more attractive to the major retailers and Sainsbury's is able to source the best quality regional food on offer."

Mike Coupe, Sainsbury's trading director, said: "'Supply Something New' is the first time we have conducted a supplier scout of this scale and is part of our investment in innovation and quality. We're really excited about some of the products and suppliers that will come through this scheme."