Pitching applications now open!
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Harrods, Selfridges, Ocado & more
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Pitching applications now open! ↓ Harrods, Selfridges, Ocado & more ↓
Are you a disruptive health and wellness brand brand keen to secure retail listings, grow your tribe and scale up fast? Join us in London this October and connect with 300+ challenger brands, industry experts, retailers and distributors at FeelGood: The Health and Wellness Summit by Bread & Jam
What can you expect?
📝 8 hours of Practical, Actionable Advice: Hear real-life examples from 20+ trail-blazing keynote speakers and panellists who are shaping the future of the health and wellness industry. Speakers from the likes of TRIP, Hunter & Gather, Goodrays, Giants Coffee & more will share their success stories (and their missteps!) and offer guidance on how to thrive.
🍿 The FeelGood Feedback Bar: Showcase your product to everyone attending the Summit, check out what others are doing and how your products look in context and get feedback from fellow producers!
🤝 The Pitching Zone: Pitch to some of the top national health and wellness-focused buyers at the Pitching Zone. Don’t miss out on this golden opportunity for a private 1-to-1 meeting with a retail buyer, where you can share your story and showcase your awesome product. Applications are now open! (Applications close on 29th September at 10am).
🤠 Pitch Perfect: Be one of six brands chosen to step into the spotlight and pitch your brand to a panel of buyers live on stage. Applications are now open and close on 1st October at 10am.
👋 Unrivalled Industry Networking: Network with 300+ passionate health and wellness brands and beverage obsessed investors, buyers and service providers. The Summit offers a unique opportunity to meet like-minded entrepreneurs and make valuable connections.
Date: 9th October 2026
Location: Shoreditch Exchange, Gorsuch Place, London, E2 8JF
Who should attend?
Retail Pitching
You can now apply to pitch to these retailers below at the FeelGood Summit on 9th October in London. The deadline to apply is Tuesday 29th September at 10am and successful applicants will be contacted by 5pm on Monday 5th October. You must have a ticket to the FeelGood Summit to apply.
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Get Listed in Farmer J
Farmer J serves honest food and drink that rolls with the seasons, is mindfully sourced and scratch cooked on-site.
Looking for: Exclusive, first-to-market chilled drinks, innovative ingredients for drinks and food, ready-to-grab snacks, sustainable foodservice packaging and non-food products.
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Get Listed in Virgin Atlantic
With almost 6 million annual passengers, Virgin Atlantic is driven by innovation, care and a spirit of adventure, delivering exceptional experiences across every stage of the customer journey.
Looking for: Supplier partners committed to sustainability, safety and integrity, with responsible sourcing, thoughtful materials, packaging and logistics, and fresh ideas and innovative solutions.
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Get Listed in Holland & Barrett
Holland & Barrett is the leading health and wellness retailer in the UK & Ireland with a growing international presence.
Looking for: Healthy snacking, superfoods, hot beverages, RTD drinks and innovative healthier alternatives. BRC or equivalent accreditation required.
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Get Listed in Delicious Ideas
Delicious Ideas supplies ambient food and drink products across the UK foodservice and hospitality sectors.
Looking for: Innovative products, vending products, sustainable packaging, diverse brands and social enterprise brands. BRC AA preferred.
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Get Listed in The Natural Dispensary
The Natural Dispensary is a family-owned distributor and retailer specialising in natural healthcare.
Looking for: Supplements, functional foods and beverages, herbal and botanical products, gut health, sports nutrition, women’s health, cognitive health, sleep and immunity.
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Get Listed in ZAPP
Zapp is London’s premium convenience delivery app, offering curated essentials with rapid delivery.
Looking for: Premium snacks, drinks, gifting and lifestyle items, particularly No/Low alcohol, with strong brand appeal and innovative packaging.
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Get Listed in Special Dietary Meals
Special Dietary Meals develops and supplies allergen-guaranteed and special dietary food solutions across multiple sectors.
Looking for: Gluten-free and top 14 allergen-free food, beverage and wellness products with robust allergen controls and scalable supply.
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Get Listed in Sow & Arrow
Sow & Arrow is a family-run health and wellness retailer specialising in products supporting a health-focused, lower-tox lifestyle.
Looking for: Gluten-free, low-tox beauty and personal care, organic, low-carb, minimally processed and sustainable products.
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Get Listed in Abel & Cole
Abel & Cole is the original veg box scheme, now stocking over 2,000 lines.
Looking for: Sustainable, organic, B Corp, Fairtrade, regenerative, circular and fully traceable products across food, drink and wellbeing.
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Get Listed in Fenwick
Fenwick is a historic British department store chain known for offering luxury goods.
Looking for: Premium, branded ambient grocery products that are unique and suitable for gifting, with innovative packaging. SALSA required.
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Get Listed in Ocado
Ocado is the UK’s only online-only grocer, with a strong interest in innovative, trend-led products and brands.
Looking for: OTC medicine, VMS, sports nutrition, weight management, hydration and collagen products. SALSA or BRC accredited.
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Get Listed in Macknade
Macknade is a long-standing Kent-based food and drink retailer, centred around its Faversham Food Hall.
Looking for: Exceptional food and drink products from independent producers, with a focus on quality, sustainability and community.
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Get Listed in Whole Foods Market
Whole Foods Market works with start-ups at the forefront of consumer trends and supports small and local businesses.
Looking for: Clean formula, natural, organic, environmentally friendly and ecologically responsible products that are new to market or exclusive.
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Get Listed in Selfridges
Selfridges is a premium department store on Oxford Street with a food hall famous around the world.
Looking for: Food supplements, particularly Women’s Health, Hydration, Collagen and NAD/Cellular Regeneration.
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Get Listed in Harrods
Harrods is one of the world’s leading luxury department stores and home to the renowned Food Halls.
Looking for: Premium supplements, pharmacy, functional products, innovative juice bar concepts and standout Food Hall products.
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Get Listed in Planet Organic
Planet Organic is focused on sourcing natural, high-quality organic products that reflect evolving consumer trends and support health within the community.
Looking for: Natural, high-quality organic products, ambient or chilled, manufactured in SALSA-certified (or equivalent) facilities, with strong organic credentials.
“It was a very good opportunity to learn from others in the field, to connect with people at similar stages of business and to feel not alone in the rollercoaster world of startups!”
Alex Fraysse - We Are Spellbound