"Wicks explains that the panel chose UpCircle as a winner because: “UpCircle gave a very concise and engaging pitch, they clearly articulated the USP of their brand. We loved the fact they recycle waste from another industry by reusing coffee grounds, we thought the branding and messaging was very strong and the products smelt divine. Furthermore, we liked the fact they had thought about an extension strategy, already thinking about other products they could recycle to broaden the reach of the brand.” “We are absolutely ecstatic to have walked away having won the Sainsbury’s pitch,” comments UpCircle co-founder Anna. "I couldn’t have asked for better questions from the buyers – or better feedback! It’s been a real boost for the UpCircle team and we are excited about what the future holds.”"