Thrive with Sainsbury’s

Thrive with Sainsbury’s is a free 16-week incubator programme for Black-led startups. It is open to any food and drink business with a founder who identifies as being of Black ethnicity or heritage.

Applicants must have a new product for Sainsbury’s customers, and ambitions to scale-up to supermarket-level distribution.

The nine successful applicants will receive:

  • A £20,000 welcome grant.
  • 150 hours of practical one-to-one support and group learning opportunities on topics such as:
    • Legal principles.
    • Hiring.
    • Pitching.
    • Business development.

Application process

Thrive with Sainsbury’s involves a three-stage application process:

  1. Written application.
  2. Interview.
  3. Final selection.

Applications close on 16 August 2022 and the programme starts on 30 August 2022.

Eligibility criteria


  • Ready to scale in one or more of the following:
    • Evidence of product traction.
    • Either seed stage or beyond.
    • Received investment.
    • Revenue generating.
  • A UK registered business with a corporate bank account.


  • Black-led: At least one founder or cofounder self-identifies as Black or of Black heritage.
  • Should be available to attend all the masterclasses over the 16-week period.
  • Should be available to meet with the programme support team on a weekly basis (a mix of virtual and in-person meetings) and attend other programme activities required for the benefit of the business.

Find out more


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