"We caught up with Anna Brightman, co-founder of UpCircle, who landed a listing with Sainsbury’s after her winning pitch last April: What do you think attracted the Sainsbury’s buying team to your brand? 'Claims like vegan, cruelty-free or natural are now basic expectations. We go a step further with waste-fighting formulations. We have a clear point of difference, and this is important. Secondly – and this is key for Sainsbury’s – is our price point. Ethical, sustainable, fair trade, organic ingredients cost more, and it is also costly to produce handmade products in the UK. We commit to all these things while remaining determined to be a brand whose sustainable products are accessible to all.'"