How to Get Onto The Supermarket Shelf

Last week we spent the day at Courier Live for a day of workshops, talks and networking with startups and established brands across a range of categories.

One of our favourite talks of the day ‘Getting Onto The Supermarket Shelf’ was hosted by an amazing panel of F&B experts including:

Pip Murray (Pip & Nut Founder)
Thea Alexander (Young Foodies)
Jason Gibb (Bread & Jam)
Fleur Emery (Courier) – Moderator

The discussion gave a unique first-hand account of working with retailers and buyers, to get a brand onto the supermarket shelf and more importantly – to keep it there.

Here we’ve rounded up some of our favourite points from the roundtable:

“Impress the buyer – know their category like the back of your hand, and not just across one retailer across all of them. You need to do their thinking for them, don’t think about ‘what is in it for me’, think what is in it for them – why should they remove a product which is on the shelf and selling already in favour of yours?” – Thea Alexander (Young Foodies)

If you haven’t got that proven track record of other retailer listings behind you, you need to back it up with smaller independent stores, online visibility and a social media following – they need evidence that your brand has substance

Imagine you have 4 key stakeholders

The Retailer/Grocer – does your product align with the retailers broader strategy? Does it meet their environmental strategy? Do they have any other strategic goals – for example becoming more appealing to children or an age-specific audience?
The Shopper – Does the shopper want me and notice me? Would a normal shopper notice the product – we recognise brands because we have a personal connection with them, until that connection has been made would the shopper recognise the brand at all?
The Consumer – Does it work with the consumer? Have I got a loyal following, does this mean I will have repeat custom?
You – Does your supply chain backup? Can you deliver on the promises you’re making to the consumer?

Focus on the shelf – Pip Murray (Pip & Nut)

Focus on the shelf and retail environment first because it’s where we have the most impact. Get your branding, packaging, and SRP’s right from the start as it’s much harder to change further down the line. Focus on the basics and implement them correctly, make sure they have standout compared to other brands and signposts and callouts are clear and well communicated. If your product is supposed to be listed in 400 stores, don’t just look at overall sales – get friends and family to help check each store to make sure your products are on display and in the correct areas.

“Innovation is the lifeblood of small brands – make your NPD’s products that consumers genuinely want rather than just fillers, keeping the brand new and interesting. Which other brands align with yourself that you can partner with?”

“Smaller food brands are in supermarkets because of innovation, they are pathfinders for grocers and retailers own labels, they’re going to see how they perform and then develop their own label” – Jason Gibb (Bread & Jam)

Final tips for meeting the buyers

Don’t feel pressured to discuss prices until you’re fixed and 110% sure
Tendency, when you’re small, is to look a lot bigger, tell your story honestly and put your heart into it because you’ll look more interesting than the bigger corporate brands which they see all the time
It is a conversation, make sure you know the questions you want to be answered before you go in.
Ask the questions which enable you to understand what they want, and then tailor your pitch and proposal taking that into account

We have a wealth of experience in all things consumer packaged goods and FMCG. Are you looking to raise your brand profile and gain new listings for your brand? Get in touch to hear how we can help.