NEW YORK — Pop Up Grocer is accepting submissions for The Pop Up Grocer Fund, a combination of cash and creative services granted to an emerging consumer packaged goods brand.
Emily Schildt, founder and chief executive officer, described Pop Up Grocer as “the first experience-oriented grocery store” and a destination where shoppers discover new products from the “buzziest brands on Instagram.” Since launching three years ago, Pop Up Grocer has opened shops in New York, Los Angeles, Chicago and Austin, Texas, featuring hundreds of products from innovative food, beverage, home, pet and body care brands. The monthlong retail concept is set to debut soon in Miami.
The fund is based on a percentage of in-store sales from Pop Up Grocer locations. The selected business will appear on shelf inside a future Pop Up Grocer store.
The first fund recipient is Gwell, a line of plant-based functional snacks. Founder Fawziyya Sugai, a self-described “workaholic,” developed the products as an alternative to afternoon sugar fixes and energy drinks. Products include tea cookies, granola clusters and fruit and nut bites formulated with ingredients such as turmeric, matcha, maca, reishi and chaga mushrooms.Founders may apply at popupgrocer.co/the-fund. Ideal candidates are US-based businesses that would benefit meaningfully and immediately from the opportunity, Ms. Schildt said, noting the recipient must be prepared to undergo a rebrand.