Carl Clarke targets supermarket shelves with ‘food-focused incubator’

By Joe Lutrario

- Last updated on GMT

Carl Clarke targets supermarket shelves with ‘food-focused incubator’

Related tags Carl Clarke Shelflife Omnichannel

Chick ‘n’ Sours and Chicken Shop co-founder Carl Clarke has launched a food-focused incubator to help entrepreneurs get their products on supermarket shelves.

Through a ‘portfolio of joint ventures and trusted partners’, Shelflife will support all stages of turning original food and drink concepts into consumable brands including development, feasibility and funding.

The start-up consists of a team of ‘operators, creatives, strategists, and future gazers’ who are ‘dedicated to helping remarkable people manifest their big ideas’. 

As part of its ongoing support function, founders will also receive dedicated help with team management, PR, digital marketing, and investor relations.

There are two brands already in the process of being created with the support of Shelflife – one has the aim of making canned food cool as well as helping to fight food waste, and the other is in partnership with the team at Gracey’s Pizza.

“Inventors have always driven change, and the same is true of the food industry, too,” says Clarke, who launched a plant-based instant noodle brand called Future Noodles in 2021.

“With some incredible partners and founders, Shelflife has the ability to transform the supermarket shelves and our shopping baskets with products that create change, but also pay attention to the challenges we will continue to face such as food waste and the cost of living.”

“I’m excited about what we can bring to market and the plans we’re already working on with businesses such as Gracey’s, as well as some completely new brands that we’re building from scratch.”

An ex high-profile DJ, Clarke has launched one-off restaurants including Rock Lobsta and Disco Bistro as well as the Chicken Shop and Chick ‘n’ Sours brands.​ 

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