Climbing the Retail Mountain without Losing Your Breath
For many small CPG brands, getting into retail feels like the holy grail. The idea of walking into a store and seeing your product on the shelf is exciting, but it can also be overwhelming. Without a roadmap, you risk wasting time, money, and energy on strategies that go nowhere.
After more than three decades in the CPG world, working with names like Coca-Cola, Unilever, and Smuckers, I’ve seen the difference between brands that get one lucky placement and those that build a lasting presence. It’s never just about luck. It’s about understanding the retail landscape, knowing how to present your brand, and making sure you can deliver on what you promise.
I remember one small snack brand I worked with that started in regional farmers markets. They had a fantastic product, but their packaging looked homemade, and their pricing didn’t align with the category. After refining their packaging and adjusting their price to match retail norms, they not only landed a placement in a regional grocery chain but sold out in three weeks. Preparation made all the difference. You can read more about our journey and philosophy on our About page.
Step One: Learn the Lay of the Land
Before you approach a buyer, take the time to understand the market you are walking into. That means looking closely at your category, your competitors, and your target stores. Ask yourself what price points dominate, which packaging formats stand out, and what trends are influencing shopper behavior right now.
One beverage startup I advised thought they were competing against flavored waters. In reality, buyers saw them as part of the premium functional drink set, which had a completely different pricing structure and packaging expectation. This insight changed their entire pitch and helped them win a spot in a mid-sized grocery chain.
Resources like SmashBrand’s guide to CPG and retail can help you see how brands position themselves in crowded categories. You can also explore the insights we share in our Process section to understand how thorough research can give you a stronger pitch from the start.
Step Two: Make Sure Your Product Is Truly Retail Ready
A product that works well at a local market might need a few adjustments before it can succeed on retail shelves. Packaging should not only reflect your brand’s personality but also be designed to pop in its category. All claims need to be clear and compliant with regulations. Your UPC codes must be scannable, and your product’s shelf life should meet the retailer’s expectations.
When I worked with a gourmet ice cream brand, they were eager to hit retail but hadn’t accounted for freezer storage constraints in stores. By slightly adjusting their tub size and adding a tamper-evident seal, they eliminated a potential buyer objection before it ever came up.
If your product is fragile or perishable, think through how it will survive transport, storage, and display. The more prepared you are operationally, the more confident a buyer will feel about taking you on.
Step Three: Create a Sell Sheet That Works as Hard as You Do
When a buyer picks up your sell sheet, it should tell them everything they need to know without overwhelming them. Strong product photography, concise selling points, and clear pricing options are essential. You also want to show real performance data, even if it’s from a smaller channel like independent grocers or online sales.
One of the most effective sell sheets I’ve seen belonged to a startup snack company. They included a snapshot of sales velocity from just five local stores, but it told a powerful story: not only were they moving units, they were outpacing established competitors in the same aisle.
The team at Grappos has excellent advice on how to frame your strengths and present them in a way that retailers understand instantly. Pair that with your own unique brand story, and you’ll stand out from the stack of other proposals on their desk.
Step Four: Understand Category Review Timing
Retailers don’t just add products whenever they feel like it. They have set category review periods when they evaluate potential new items. If you miss the window, you could be waiting months for another chance.
I’ve seen brands pitch an amazing product in September, only to hear, “We just closed our review; come back in April.” They lost half a year of sales simply because they didn’t know the review schedule.
Research each target retailer’s review calendar and start reaching out to buyers at least a couple of months before the official review period. Having your pitch materials and samples ready well in advance shows you are organized and serious about the opportunity.
Step Five: Approach Buyer Meetings Like a Business Partner
The buyer is not just deciding whether they like your product. They are evaluating how your brand will help them grow the category. This means your pitch needs to focus on sales velocity, category fit, and how you plan to bring customers into their store.
A cracker brand I worked with walked into a national buyer meeting armed with regional data, clear promotional plans, and a realistic understanding of slotting fees. They positioned themselves as the perfect solution for a category gap, and the buyer agreed. Within months, they were in over 1,000 stores.
Step Six: Follow Through Once You Get the Green Light
When the retailer agrees to place your product, the work is far from over. You need to ensure that your logistics are locked in, your promotions are planned, and your launch is supported with demos or marketing activities.
In the first few months, monitor sales closely and be ready to act if numbers dip. One brand I coached noticed a drop in movement during the second month of their launch. Instead of panicking, they doubled down on in-store sampling for two weeks, which brought sales back above target.
You can explore our Unit Economics Tool to make sure you are scaling profitably and not just adding volume.
Step Seven: Build Relationships That Last
Retail success is not just about securing a purchase order. It’s about building trust and reliability over time. Stay in touch with your buyers, share performance updates, and be proactive in suggesting new promotions or seasonal products.
One of the longest-standing brand-buyer relationships I’ve seen started with a simple post-launch email. The founder thanked the buyer, shared early sales wins, and asked for feedback. That relationship is still going strong years later. You can see more about our partnership philosophy on our Homepage and why our clients trust us to guide their retail growth.
Avoiding the Pitfalls
Some brands jump in too fast, producing more than they can sell, skipping distribution planning, or ignoring merchandising. Others fail to invest in in-store marketing, leaving their product to sit quietly while competitors grab attention. These mistakes are avoidable with the right preparation and partnerships.
The Bottom Line
Breaking into retail is not about chasing every shelf in every store. It’s about picking the right opportunities, showing up prepared, and supporting your partners in a way that makes them excited to work with you.
When you combine a great product with a thoughtful strategy, even a small brand can make a big impact. If you’re ready to map out your retail strategy and avoid the costly mistakes that hold brands back, contact us today and let’s get to work.