Introducing new brands and products keeps your range fresh and is the lifeblood of innovation in retail. In fact, more than 11% of sales for the top 10 branded manufacturers in the UK come from new product development (NPD).
The risk with any new brand, however, is knowing if the demand will be there and if they’ll merit the space on shelf for the long term. But the appeal of new brands and products is often that customers become interested and buy something they might not have planned to.
“Even if a line isn’t permanent, customers are so intrigued by them, they’ll buy them, making them a worthwhile investment,” says Kay Patel, owner of multiple stores in London.
The right strategy for finding new brands
Supplier websites, trade media, social media and talking with other retailers are the most common ways that retailers discover new brands to stock.
“Retailers will message us in group chats about a new on-trend brand, and we’ll then use this and go find a supplier,” explains Nishi Patel, owner of Londis Bexley Park in Dartmouth, Kent.
Kay does the same. “We go on supplier websites mostly, unless we’ve seen it somewhere else. Our most recent introduction – Poppi prebiotic drinks – was found in the NPD section of our main wholesaler, so we thought ‘why not give it a try?’”
Nishi uses LinkedIn, Google, trade media, and reaches out to retailers to find suppliers, especially if he needs someone who specialises in a specific category or market. However, he does stress not to rule out your main supply chain.
“Our existing suppliers can often get new brands in, especially if they’re on trend, so it’s our first port of call,” he says. “We reach out to them, have a conversation, and see what they can do.”
It’s always worth discussing what’s working well with your wholesalers and asking for insights about which brands are in growth. Here, we’ve revealed our exclusive data and outlined the movers and shakers within our range to help you drive your sales and profits.
What new brands are in growth?
Since the beginning of 2025, sales of Artisan Drinks, known for its premium tonic waters, have increased by +136%. Sales are also only likely to increase through summer, too, so we recommend stocking up on the three bestselling varieties we carry.
Speaking of drinks, products with added nutritional or functional benefits continue to grow in demand.
Hip Pop is a new kombucha drink to our range and has truly hit the ground running. This year, sales in Q2 increased by +54% vs Q1. The range caters to consumers seeking to boost their gut health in a way that’s both accessible and enjoyable. Flavours include Cherry & Blackberry, Ginger & Yuzu and Blueberry & Ginger.
Nishi has seen the demand for functional drinks and expects it to grow over the next few years.
“We currently stock ginger and turmeric shots, which we introduced after seeing them online, and they’ve continued to sell well,” he explains. “Functional benefit drinks are big in the market right now, and while we don’t stock a huge range, we know that will change.”
It’s not just drinks that are benefiting from the gut-health boom. Have you considered a gut-friendly oat bar, such as Soak’d Oats? The brand, which has grown year on year, is well-known for creating ‘gut friendly’ oat bars for on the go.
Despite health & nutrition being a dominant driver in so many convenience categories, you can’t forget about treats and indulgence, which Nishi says there’s still a strong market for.
Within our range, Sugar ‘n’ Spice are luxurious and indulgent muffin treats made with real fruit, and grew +500% in the year to Q2 2025. We offer a variety of flavours including Decadent Chocolate, Raspberry & White Chocolate, Fruity Blueberry and Seriously Sticky Toffee.
Merchandising for maximum effect
The way you approach merchandising new brands will depend on your store, its size and even your customers. While some stores benefit from dedicated displays to highlight new products, Kay merchandises new brands and products within their respective categories.
“New products sell themselves, so it’s not always necessary to have a specific area for them,” he says. “Most stand out on their own.”
Nishi, however, does have a dedicated section at the front of the store, especially if the brand has gone viral on social media.
“They become an impulse buy as they’re so popular, and are on limited runs, so we have to make sure customers can see them as soon as they enter the store,” he says.
A recent success for him was the viral Labubu dolls, which sold out within days. Following a social media post, Nishi said he received more than 30 phone calls in the first hour.
Top tips from retailers on how to find new brands
- Talk to other retailers: Retailers are savvy and many say the quickest way they find new brands is through retailer WhatsApp groups. If you’ve not heard anything recently, pop a message in the chat and ask.
- Use social media: Look at various social media platforms, including LinkedIn and TikTok, to find new brands entering the UK market. Nishi has found Labubu dolls, bagged pickles and Dubai chocolate through TikTok.
- Look at what others are doing: “See what others are doing nearby,” Kay says. “A lot of our new products and brands come from what we see other retailers stocking, or wholesalers under their new product tabs on their websites.”
