Our answers to your most frequently asked questions.

Read our FAQ below to determine if
our Grocery Accelerator Programme is for you.


Q. What type of brands are you looking for?
Differentiated, innovative packaged food and drink brands that can be sold through mainstream retail outlets and can achieve significant scale via multiple channels (including on-line and food service). Exceptionally we will consider non-food and drink FMCG products that share similar distribution pattern via multiple retailers.
Q. What stage of business are you looking for?
You will have achieved some level of market validation with consumers demonstrating repeat purchase from one or more retail outlets (markets, independents, on-line, etc). If you’ve yet to sell product then we will want to understand what research you have that demonstrates that consumers will meet a realistic price point.
Q. How will you select the brands for the programme?
Via the on-line application process we will be measuring the strength of the idea, the brand, the entrepreneur and the capacity to scale to become a £10m+ brand at exit (typically 3 – 5 years). We can work with an unfinished article, as our partners will help you refine your proposition. We will short-list businesses, subjecting them to scrutiny by a panel of industry experts. Long-list companies will be invited for interview and successful candidates will participate in a full day evaluation with leading industry and investment specialists. This short-list will then participate in a pre-accelerator series of workshops as a final evaluation before we and our fund partners select the final winners.
Q. How do you value my business?
Businesses will be considered on their individual merits. You must qualify for SEIS or EIS.

For more details visit https://www.gov.uk/seed-enterprise-investment-scheme-background.

NB: Because of the tight deadlines for investing it is vital that you have pre-approval from HMRC for SEIS which can take up to five weeks to come through. We can assist you in this.

Q. What does the programme cost?
The programme fee is a mix of a one-off (usually £5,000) upon investment and a monthly charge (typically £900) to help cover the costs of the support provided. Full details will be provided to short-listed applicants.  This fee is substantially below the market value of the support you will receive from the extended team of advisers and partners on the programme.
Q. What level of support will I receive
As well as regular sessions with your mentor you will participate in a number of workshops, talks and 1:1 sessions on specialist subjects. These will include subjects such as market trends, market research, product innovation, branding, sales, consumer marketing, packaging, legal, financial, Intellectual Property and team-building. You should expect to be in London at least one day a month. These sessions will be delivered by successful entrepreneurs as well as subject matter experts or experienced trade practitioners.
Your mentor will discuss with you the level of support and the subjects you need help with most and resources will be directed accordingly. Ultimately, as shareholders in your business, we will want to keep a keen on-going interest in your future success..
Q. Where will the course take place?
The programme will be run in central London. There may be some 1:1 meetings that can be held elsewhere and some input may be supplied via webinars and on-line tools.
Q. Are all elements of the course content compulsory?
Yes. The programme has been designed to assist you to refine both your product and your business to achieve optimum growth. Should you be unable to travel to a workshop or talk for a genuine reason then there may be exceptions made to accommodate your participation remotely.
Q. What happens at the end of the programme?
You will continue to be supported by Grocery Accelerator with – as a minimum – quarterly review meetings. You will also be invited to trade events to meet retailers and – when ready – be invited to join the Discovery Shop on Ocado. Our objective on the programme is to make you ready to scale your distribution and to be attractive to angel investors for the next tranche of growth capital.
Q. Do I pay fees for any money you help me raise?
Some funds we introduce you to charge up-front fees upon investment, but you will be advised in advance of these.

If we successfully introduce other investors to you beyond those who back the programme then we reserve the right to levy an industry-norm finder’s fee of 5% of sums raised (one off), which may be taken as cash or share options.

Q. Is the accelerator programme only open to UK limited companies?

Grocery Accelerator Ltd, Company number 08831331. Registered office: Sustainable Bankside 105 Sumner St, London SE1 9HZ - 020 7294 7692 - Website by Liam Morgan