• We Accelerate Innovative & Ambitious Food & Drink Brands

    We're at the forefront of innovation for the UK market



  • The Grocery Accelerator Team, John Stapleton, Nigel Parrott, Paddy Willis, Louis Bedwell

    About Grocery Accelerator

    We’re all about GROWTH.


    We help little brands compete to become big brands. Something we’ve been doing for the last 30 years.


    Competition for distribution and funding is tough. We believe that your growth is best supported by people who’ve stood in your shoes. At Grocery Accelerator we’ve launched our own disruptor brands like New Covent Garden Soup, Plum Baby, Little Dish and Ape Snacks. Despite selling these companies for in excess of £50m, we’ve learned more from our failures.

    Since 2015 we’ve operated the UK’s first independent accelerator for ambitious start-up brands in food and drink. Seventeen companies have participated over the past four years, securing specialist advise alongside seed funding, with the portfolio growing an average 300% in valuations.


    Together with Ocado we operate the Discovery Shop as a means of giving young and innovative brands their first national listing, with over 100 companies benefiting to-date. Most have already gone on to secure listings with the major grocers, including the likes of Jim Jams Spreads, Nix & Kix, Manilife, Aqua Carpatica and Troo Foods.


    Our support isn’t just for home-grown companies. We can help national agencies and overseas brands explore the opportunities here in the UK market.

  • The Grocery Accelerator Approach

    We help brand owners in 4 different ways



    Big Food in the US has lost close to $20billion in revenue to challenger brands in just 5 years (BCG). We partner with large corporations and help them bridge their world of big brands and dominant market share with the dynamic world of start ups who are challenging the status quo. Our experience and network builds opportunities that provide long-term

    benefits for all parties. If you’re exploring how to keep up with the “cool kids” come and talk to us.


    Trading Support

    We understand that not all Food and drink SME’s want investment but all want advice to prevent costly mistakes. We help you set the right strategic path and execute it efficiently and effectively. We offer a “roadmap” for brands that takes them on a journey from concept to in market success.


    Part of this roadmap includes:

    • Business model creation
    • Manufacturing advise
    • Brand and Category Development
    • Sales and Marketing planning
    • Supply Chain support
    • Financial Support
    • Regulatory support
    • Ad hoc advise.


    The UK has a reputation as one of the most exciting places to launch a new food and drink brand. Some of the best innovations are introduced here first before entering the rest of the EU. European retailers watch carefully the activities in the UK when looking for new brands to list.


    Our international programme helps overseas brands to understand the market and guides them to the best course to maximise that opportunity. We understand some of the barriers to success and offer solutions to brands that look beyond the normal distributor or agent model. For instance, we can commence sales immediately through our Ecommerce team to test market, maximise container loading and keep distribution costs as low as possible.



    You want to start selling quickly, to get stock moving and to help offset minimum order quantities when starting up. We have set up a dedicated team to get brands set up and selling on Amazon and Ocado. This includes supporting the brands online to drive effective sales increases.


    Through our Discovery Shop on Ocado we source innovative new products and support their listing with the UK’s leading on-line supermarket. We have currently supported more than 100 exciting new brands on their first steps to scaling with a national retailer. If you'd like to be considered for this unique opportunity click here.

  • Meet The Team

    Meet our team of experienced entrepreneurs

    Paddy Willis former CEO of Bathtub2Boardroom and co-founder of Plum Baby

    Paddy Willis

    Co - Founder

    Paddy was co-founder of Plum Baby, the world’s first ambient premium baby food.


    Plum was sold to Darwin Private Equity within year five on sales nudging £14 million at retail. As someone passionate about enterprise, Paddy has since been involved in a range of grocery and tech start-ups, variously as advisor, mentor, CEO or investor. He built the incubator Bathtub 2 Boardroom into one of London’s most respected centres for start-up support for entrepreneurs.


    Nigel Parrott Hain Daniels, Ape Snacks

    Nigel Parrott

    Non Executive Director

    Nigel has over 30 years experience in CPG across the food and drink industry and acts as investor and adviser to numerous businesses.


    In 2018 he successfully exited Ape Snacks, a dynamic healthy brand he co-founded in 2014, and previously he has held group marketing and commercial directorships at Hain Daniels and Golden Wonder.


    He also advises JK Foods, an importer of ethnic foods, on adapting brands for the UK market.

    John Stapleton New Covent Garden Soup and Little Dish

    John Stapleton

    Non Executive Director

    John is the "Authentic Entrepreneur" and co-founder of The New Covent Garden Soup Co. and toddler food brand, Little Dish. John has 30 year's experience in pioneering new FMCG categories and establishing and growing successful consumer-led businesses in both the UK and the USA.


    John now actively manages an investor/ Non-Executive Director portfolio contributing value- added business growth advice, guidance and mentoring to business owners.


    Louis Bedwell

    Louis Bedwell

    Operations Manager

    Louis leads on the day to day operations of the business including the management of the Ocado Discovery Shop and overseas programmes.


    Before Grocery Accelerator, Louis was community manager at Bathtub 2 Boardroom and alongside Paddy Willis built the incubator into one of London's most respected centres for start up support. Louis has prior experience in working with food start ups and schools charities.

  • 300% Portfolio Growth

    94% Business Success Rate

    100+ Brands Launched

    £50 million team exits

  • Get in touch

    Got a question for the team? Click the button below

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