There’s been an explosion in the number of start-ups and the emergence of mainstream "artisanal" segments – prime examples being craft beer and artisan gin. These brands have gone back to basics, developing products that are worth the higher price tag and have conviction in spades but most importantly, they're digital-first. Translating their proposition directly to consumers and driving the demand.

Millennials now account for over a quarter of the population. As the next generation of parents, who on average spend £96 per week more on groceries and care about purchasing products from brands that share their attitudes and opinions. They all start their customer journey online, searching for new brands to discover.

Amazon Fresh gives you access to Amazon Pantry plus a huge number of fresh and frozen perishables. Currently, the service is available in hundreds of postcodes across London and southern England, with scope to expand across the UK.