The search for Britain's Next Top Supplier aimed at finding the latest big thing in food and drink is being launched.
Online supermarket ocado.com is set to stock the new product or range and a £10,000 marketing package is also up for grabs.
In order to scoop the prize, the would-be suppliers will have to deliver a Dragon's Den-style business pitch to convince a judging panel they are worth it.
Ocado chairman Sir Stuart Rose and Michelin starred chef Tom Kerridge are among the judges who will be choosing from the entrants who must be a small to medium sized firm with a food or drink product not currently stocked at Asda, Waitrose, Morrisons, Tesco or Sainsbury's.
Sir Stuart said: "Britain's Next Top Supplier aims to uncover these hidden gems and give them the next step they need to distribute their product across the country.
"We're looking for a product or range that has the potential to be a big seller - this is Britain's Next Top Supplier after all. Unusual, hard to find or downright quirky products will catch our eye too."
Kerridge said: "Foodies across the country are always looking for quality products to include in their repertoire and Britain's Next Top Supplier will put the spotlight on the talented people behind them.
Up-coming businesses such as Yorkshire Provender, Muddy Boots, Higgidy and What on Earth have had backing before, while this year's competition is aimed at producers who need a helping hand to draw in big retailers.
Entries can be emailed to email@example.com.
Make more of your spending with a rewards credit card