In 2026, Whole Foods Market (UK) will be providing even more opportunities for start-up and challenger brands to get in front of customers by providing four opportunities to pitch to the buying team. Every quarter, we will be asking new food and wellness brands to submit their products for a chance to meet the buyers at a pitch day.
We’ll be looking for specific brands and products and will advise what these are but will include brands that are completely new to the UK market and not stocked in other larger retailers (but you can be stocked in Whole Foods Market in the US). We also will favour local brands and suppliers who produce in London or England.
We’ll be looking for inspiration products across all our departments including grocery, wellness & beauty, beers, wines, spirits, cheese, charcuterie, deli, prepared foods, bakery, produce, meat and seafood.
The format of the day will be one full day of ‘speed-dating’ type pitches where you have 15-minutes to sell us your product and answer our questions. These will take place in our central London office in Barbican.
Then from this, we will inform you if you have been successful to make it through to the next round which will be further conversations and meetings to see if you can make it onto our shelves in 2026.
How do you apply?
Complete this online form by 15/01/2026. This form will be also shared via various channels including social media and via our Team Members on LinkedIn.
You will need to submit key details about your product. Any missing information means we cannot progress your entry forward.
We will then shortlist the submissions based on what products and brands interest us.
We will then contact you to attend the pitch day in our central London offices in Barbican on 23/01/2026.
Entry form
We will add the entry form to this page when the entry period is live, so pleased keep your eyes on our social media channels ready to enter! The form will be removed when the entry deadline has passed.
Terms & Conditions
Open to all brands not already stocked with Whole Foods Market in the UK or certain UK competitors. Brands/suppliers who enter must 100% complete form provided or will not be considered for pitch days. Brands/suppliers can only complete one form, once during the entry period. Entry closes 15/01/2026. Brands/suppliers must complete forms by closing date or will not be considered for pitch days. Submitting entry form does not mean you will be selected for pitch day. Due to volume of entries, we cannot provide detailed feedback to brands who do not make the pitch day. Brands can enter more than once across the year. We aim to contact you 3 days before pitch day (23/01/2026). Please make sure you are available for 23/01/2026 if you wish to attend.